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Beano Studios bags drinks promo with Happy Monkey

On-pack tie-in is promoting TV series Dennis and Gnasher: Unleashed.

Beano Studios has secured a new partnership with Happy Monkey Drinks, with an on-pack tie-in to its TV series Dennis and Gnasher: Unleashed.

A quarter of a million Happy Monkey drinks will be redesigned to feature Dennis and Gnasher from the show and will appear in major supermarkets nationwide from late August, in time for back to school.

The DGU-branded packs will direct kids towards a bespoke online treasure hunt, created on Beano.com, and offer kids and families the chance to win Dennis & Gnasher: Unleashed themed prizes, including goody bags, Beano rucksacks and key rings, and tickets for a family of four to the Dennis & Gnasher: Unleashed Musical premiere in 2020.

Happy Monkey will promote the competition across its Strawberry and Banana and Orange and Mango drinks, as well as its digital channels.

“Beano Studios’ work on encouraging kids to eat more healthily made them an ideal ally in growing even further awareness of our brand of healthy, sustainably-sourced drinks for kids,” said Simon Gray, head of communications at Happy Monkey. “Our competition is a dream partnership between people who want the best for kids, and understand their inherent sense of mischief.

“The treasure hunt will be an extra layer of fun for families and kids, all the while encouraging them to eat healthily and responsibly. We also can’t wait to see the musical.”

Vanessa Andreis, IP partnerships at Beano Studios, added: “We’re always looking for partnerships that will resonate with kids, especially with brands that help kids stay healthy and have a sense of fun. So we’re delighted to partner with Happy Monkey, with its Rainforest Alliance seal and no-added sugar drink range, to promote Dennis & Gnasher: Unleashed.

“We’ve created a fun competition with bespoke content that should be really engaging for kids and their families, and we wish our treasure hunters good luck.”

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