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LaCroix Sparkling Water has joined forces with Paramount Pictures to usher in the early-April re-release of the blockbuster 1997 film “Titanic,” now newly remastered and in 3D, on the centennial of the ill-fated ship’s maiden -- and only -- voyage. In tandem with the release, LaCroix has developed “Titanic”-inspired mocktail recipes and rolled out a romance-themed Facebook sweepstakes offering the chance to win a four-day, three-night vacation for two at a Sandals Resort.
Highlights of the campaign include LaCroix cases with stickers featuring the film’s main characters, Jack and Rose; outdoor media; a full-page ad in the March 26 issue of Reality Weekly, retail signage; and social media. All elements are designed to drive consumers to LaCroix’s Facebook page, where they can enter the sweepstakes and find beverage recipes inspired by the film.
“One of the most exciting aspects of the promotion was the opportunity for the brand to create the LaCroix Sparkling Rose Mocktail,” said Vanessa Walker, director of strategic brand management for Fort Lauderdale, Fla.-based National Beverage Corp. and LaCroix. “This great new recipe joins the growing list of LaCroix mocktails created with calorie-, sweetener- and sodium-free sparkling LaCroix that offer consumers guilt-free refreshments.”
The campaign is also being promoted on the official “Titanic” Facebook page, which leverages a fan base of 18 million-plus, as well as through targeted publicity events in select cities.
Written, directed and produced by James Cameron, and released by Paramount Pictures and Twentieth Century Fox, “Titanic” is the second-highest-grossing movie of all time; was one of only three films to receive 11 Academy Awards, including Best Picture and Best Director; and launched the careers of stars Leonardo DiCaprio and Kate Winslet.