Tuesday 13 September really was a day to celebrate for the Roald Dahl brand. As the Roald Dahl Day festivities took place across the globe in celebration of the 100th anniversary of the famous storyteller’s birth, the Roald Dahl Literary Estate proudly scooped a top accolade at the distinguished Licensing Awards.
The ingenious campaign Roald Dahl’s Messy Adventures, in collaboration with Persil, was awarded the Best Licensed Marketing Communications trophy at the Licensing Awards held at London’s Grosvenor House hotel on Tuesday night.
The promotion was advertised across 3 million on-pack neck hangers and included a free downloadable story book. The interactive story saw the child as the hero of their own Roald Dahl story where they could engage with well known and loved Roald Dahl characters.
The Messy Adventures campaign that ran from July to September 2015 was inspired to give parents a free activity to participate in over the summer holidays. Persil saw the synergy between their ‘Dirt is good’ ethos, Roald Dahl’s stories and Quentin Blake’s illustration style as a perfect fit. In order for the story to work the activity had to take place outdoors with both brands inspiring the children to interact with the outdoors and go on their own Roald Dahl-inspired heroic adventure.
Stephanie Griggs, Licensing and Design Manager at the Roald Dahl Literary Estate said, “We are absolutely thrilled to have been awarded such an accolade, and to receive it on Roald’s 100th birthday has made it even more special. The campaign really exceeded all expectations not only having over 80,000 children engage in the Messy Adventures activity but delivering a 26 percent sales uplift for Persil following the campaign.”