JOHNSON PRODUCTS COMPANY LEAPS INTO ENTERTAINMENT WITH SONY PICTURES’ UPCOMING COMEDY“JUMPING THE BROOM”
May 5, 2011 § Leave a Comment
JOHNSON PRODUCTS COMPANY LEAPS INTO ENTERTAINMENT
WITH SONY PICTURES’ UPCOMING COMEDY“JUMPING THE BROOM”
Pioneering Beauty Company Is Movie’s Official U.S. Hair Care Partner.
Johnson Products Company (JPC) is the Official U.S. Hair Care Partner for the upcoming Sony Pictures’ comedy “Jumping the Broom,” which opens in theaters May 6, 2011. JPC is using its newest hair care line, Ultra Care™, a moisture maintenance and relaxer line, to support the hilarious comedy about two African American families from divergent socioeconomic backgrounds that come together one weekend in Martha’s Vineyard for a wedding. Well-known actors, Angela Bassett, Paula Patton, Laz Alonso and Loretta Divine lead an all-star cast.
“We at Johnson Products Company are thrilled to support ‘Jumping the Broom’ and its producers,” said Delene Cormier, brand manager for JPC. “This partnership is a first for us and we hope it will introduce our great new Ultra Care™ line to a new audience of consumers in a creative and non-traditional way.”
JPC’s collaboration with “Jumping the Broom” falls under the company’s strategy to deliver a 360 Degree° Lifestyle Marketing Mix to its consumers. This type of marketing outreach allows for JPC to communicate to its consumers the features and benefits of its products by generating extremely strong product and brand awareness in advertising and promotional campaigns. JPC’s marketing mix uses relevant and attractive visuals complemented with language that resonates with its consumers, all set in traditional and non-traditional advertising and communications channels.
JPC will integrate “Jumping the Broom” into the spring national advertising and promotion of the Ultra Care™ brand. The company will promote “Jumping the Broom” in Ultra Care’s full-page print advertising running in Jet and Essence Magazines during the month of May. JPC will also promote the partnership on its Facebook page, give away Ultra Care™ Gift Packs via radio in over 50 markets and create an “Get The Style” PR component featuring actress, Meagan Good, who also stars in the movie.
“Jumping the Broom is thrilled to have the support of Johnson Products Company,” explained Kristie Alarcon, director of marketing and promotions for Sony Pictures Entertainment/Screen Gems. “We wanted to connect with partners who truly understand and value multicultural consumers. No one does this better than Johnson Products Company and their strong legacy of being committed to the African American community and presenting positive images.”