Intellectual property company Chorion is launching a new division that will specialize in building consumer and corporate brands through marketing and promotional partnerships that build on the unique personality of its classic and iconic characters.
Chorion Brand Partners will create strategic partnerships with third-party blue-chip organizations, enabling them to enhance their brand image through alignment with Chorion's iconic brands such as PADDINGTON BEAR, MR MEN & LITTLE MISS, NODDY and BEATRIX POTTER.
The first deal to be secured by the division is a high-profile agreement to establish PADDINGTON BEAR as the face of British Airways children's travel. Beginning this October, all International British Airways flights in and out of the U.K. will distribute PADDINGTON BEAR-branded travel packs for junior skyflyers aged 3-5. The packs are designed to keep young travelers entertained during their journey. The initial two-year deal provides scope for further development onboard, in airports and online.
Holtom said, "The campaign with British Airways is the perfect example of the partnerships we are hoping to establish through our new division. The teaming up of two iconic brands will offer a strong partnership for both parties."
Chorion Brand Partners will build on the company's successful track record in building third-party brands through use of its beloved characters and draw on the deep experience of the new division's seasoned brand marketing professionals that combines experience at leading marketing companies such as Procter & Gamble, WPP and Pepsi Co.
The team behind Chorion Brand Partners orchestrated the hugely successful campaign which partnered PADDINGTON BEAR and Unilever Foods/Marmite. With the objective to encourage consumers who grew up with PADDINGTON BEAR to try something different in their sandwiches, the television advertising campaign became a much talked about brand partnership and achieved consistent increases in sales volumes throughout the campaign.
Chorion was also responsible for the partnering of MR. MEN with Persil. The deal linked Mr. Happy, Mr. Strong and Mr. Tickle with Persil laundry detergent. Backed by an extensive television and online campaign, the promotion drove sales up 60 percent across the promoted Persil range -- and gave away MR. MEN plush toys on 3.5 million packs of Persil.
