Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Get ready for Coca-Cola-branded It’s a Wonderful Life apparel, glassware and holiday gift items. Not this December, though. The beverage giant is partnering with Paramount to develop a line of licensed products for 2010.
The idea was born out of a brainstorming session within Paramount’s licensing department. They sat down and watched It’s a Wonderful Life again.
But this time they were looking for new ways to license the property for the film’s 65th anniversary. “We were looking for a way to reinvigorate the brand…we were thinking, who can we partner with in a program that would work seamlessly?” said Darren Kyman, executive director, marketing and retail development for Paramount Licensing.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in