Lacoste Fragrance undertook a simple but very effective promotional partnership with a number of film distributors to drive sales of the Lacoste fragrance, A Touch of Pink.

The promotional partnership was targeted at females aged 15-30, and included the following mechanic:

An on-pack promotion in Debenhams and other retailers

On-pack promotion
Buy the fragrance and get two free cinema tickets
Cinema tickets to be given away with a bespoke trailer DVD comprising of 5 film trailers and 5 Lacoste adverts.

Film Trailers:

I Now Pronounce You Chuck & Larry - Universal
Atonement – Universal
Elizabeth: The Golden Age - Universal
Stardust - Paramount
Bee Movie – Paramount