Juice firm Sunmagic has teamed up with summer blockbuster How to Train Your Dragon 2 to launch an on-pack promotion. Packs now feature characters from the film and a competition is giving consumers to win a holiday to Dubai.

Razin Ali, Sunmagic brand manager, said: “We are extremely excited to be partnering the cinema release of How to Train Your Dragon 2, which has been five years in the making and will be screened at the 2014 Cannes Film Festival. We have enjoyed two very successful partnerships with Twentieth Century Fox over the last couple of years, with both Turbo and Ice Age 4 DVD, so are very much looking forward to working with them again this year.

“The on-pack promotion for a family of four to win a trip to Dubai will encourage consumers to buy the products, therefore driving sales for customers, and we also have 20 goodie bag prizes, each containing How to Train Your Dragon 2 branded merchandise such as digital watches, magnets, foil cups, stationery sets, earphones and Fox gift bags. 

How to Train Your Dragon 2 is an excellent fit for Sunmagic, in that both the film and our juices can be enjoyed by all the family. We will be supporting the cinema partnership with several pieces of heavy-weight marketing activity, the first of which will be unveiled in a few weeks’ time.

“Partnering such high profile family blockbusters has dramatically increased consumer recognition of the Sunmagic brand, and undoubtedly helped  the company achieve its record year, with sales up 15% year-on-year for the year ended 31 December 2013, outperforming the total juice, juice drink and smoothie category, which grew at just 2% year-on-year.”

Sunmagic recently won new listings with Hancock’s, B&M Retail, Bestway Group and Dhamecha and has a retail sales value of £24m.