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CPLG Italia Plans DreamWorks Promotion

CPLG Italia, which manages the DreamWorks Animation property rights in Italy, has signed an agreement with retailer Despar for an eco-focused promotion, Protect Nature with Shrek and Puss in Boots.The promotion is being held in more than 200 Despar stores

The promotion is being held in more than 200 Despar stores in Italy. On Dec. 16, the retailer began to offer a free gift of two playing cards featuring DreamWorks characters Shrek and Puss in Boots to customers that purchase products from brand sponsors participating in the promotion. Each collectible card will feature an “eco-quiz” on the back to educate children about the environment.

The teaser cards are a preview of the full collection, which will be available from Jan. 10, 2012 until March, when Despar stores will offer a collectors’ album as well as a free pack of playing cards for every €15 they spend in the stores. Despar stores will feature branded DreamWorks signage during the promotion, including free-standing poster boards, display stands, wobblers, leaflets and cut-outs.

“We are very satisfied with this new partnership. First of all, Despar has for years treated the issue of the environment with great respect and so it perfectly matches the spirit of the DreamWorks characters," says Maria Giovanna Gurrieri, managing director of CPLG Italia. “These types of initiative, as well as being extremely effective from a commercial point of view, are also efficient given the value of the content that they support. Indeed, the promotion does not just aim to affect buying tendencies or increase the number of families with children in the POS. It also aims to stimulate children’s curiosity using a fun and interactive approach to 'green' living by using an emotional mechanism which we are sure the new generation will love and learn from."

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