Marketing Innovation

Discovery Reels in Swedish Fish for Its First Shark Week 30th Anniversary Campaign

Partnership includes a mobile game and co-branded packaging

swedish-fish-chomped-CONTENT-2018 — Shark Week's logo will appear on Swedish Fish packaging, and the brands teamed up on a new mobile game.Swedish Fish

The 30th anniversary of Shark Week doesn’t air for another three months, but Discovery is getting an early jump on its marketing campaign for the event. The network is partnering with Swedish Fish for a wide-ranging campaign that will include an ad, a mobile game and co-branded packaging.

Swedish Fish will be the official candy sponsor of Shark Week, which debuts on July 22 on Discovery, marking the candy brand’s first time as a Shark Week partner.