Kung Fu Panda 4 Brand Partnerships Pitch Presentation
In my role as a Global Partnerships Marketing Intern at Universal Pictures, I was responsible for creating a Keynote presentation aimed at pitching various brands for potential partnerships with Kung Fu Panda 4. The roster of brands included Tower 28, Factor, Realgood Foods, Sanzo, and Masterclass. I delivered this presentation to numerous key stakeholders within the Global Partnerships Marketing team. Remarkably, one of these partnerships came to fruition, leading to the successful launch of a co-branded cosmetic line between Kung Fu Panda 4 and Tower 28 in January 2024!
KFP4 x Tower 28
For my inaugural brand collaboration pitch for Kung Fu Panda 4, I approached Tower 28, an Asian-owned clean beauty brand renowned for its popularity among Gen Z demographics. I believed that the brand’s commitment to clean living harmonized well with the film’s central theme of self-health and wellness. Tower 28's noteworthy features in prominent media outlets like Allure, Poosh, Buzzfeed, and The NYT Style Magazine further underscored its credibility. Moreover, their proactive efforts in advocating for AAPI-related causes resonate deeply.
In my proposal, I suggested spotlighting Tower 28’s SOS skincare set, designed to soothe, purify, and rejuvenate stressed skin, as an ideal starting point. To commemorate Lunar New Year and the Year of the Dragon, I recommended collaborating with the brand to introduce a Dragon Warrior edition of their SOS kit. This creative campaign would elevate Tower 28's visibility, particularly by repackaging the kit in green and gold hues.
Furthermore, I proposed complementing the kit with a Kung Fu Panda-themed sticker set for customization, and orchestrating a social media giveaway featuring movie tickets, co-branded merchandise, and the SOS Dragon Warrior Kit.
Lastly, leveraging Tower 28's existing billboards across Los Angeles for out-of-home advertising was part of the comprehensive marketing strategy.
KFP4 x Factor
For my second pitch, I engaged with Factor, a meal delivery service that simplifies healthy living by delivering nutritious meals directly to your door.
To underscore the health and wellness themes of Kung Fu Panda 4, I proposed a collaboration with Factor wherein Po, the Panda protagonist of the film, could serve as a spokesperson advocating for balanced and healthy eating habits.
This partnership would particularly spotlight Chinese cuisine in celebration of Lunar New Year through a limited-edition Kung Fu Panda 4-themed meal menu featuring Po’s favorite dishes traditionally enjoyed during this festive period. These meals would be presented in KFP4-themed packaging adorned with beloved characters from the franchise.
Factor's nutritional coaching program offers an additional avenue for co-branded social media promotions, further reinforcing the message of health-conscious living.
KFP4 x Real Good Foods
Real Good Foods has emerged as one of the leading brands in the Frozen Food industry since 2016, captivating consumers with their delectable offerings boasting fewer carbs, no added sugar, increased protein, and real food ingredients. Their presence extends across over 16,000 stores nationwide, garnering recognition from esteemed media outlets like Today, Forbes, and Entrepreneur.
An exciting opportunity exists within the consumer packaged goods (CPG) realm for their General Tso’s Chicken, Orange Chicken, and Sweet & Sour frozen food offerings, aligning perfectly with the film's narrative. I envisioned co-branded packaging featuring both new and recurring characters from the franchise, and I developed mock-ups to illustrate the potential visual appeal.
Furthermore, I proposed the concept of a Real Good Foods food truck, strategically utilized at press events to serve their delectable fare. This innovative approach would leverage influencer catering and provide captivating photo opportunities with the truck and meals. To amplify engagement, I suggested incorporating a themed backdrop in conjunction with the truck, emphasizing the "Journey To New Lands" motif. Additionally, the food truck could embark on a journey as a traveling pop-up, visiting multiple cities to offer food samples and distribute merchandise. To enhance the concept's appeal, I designed a visual mock-up of the co-branded food truck, envisioning its dynamic presence in various settings.
KFP4 x Sanzo
Sanzo stands out as an Asian-owned sparkling water brand dedicated to fostering cultural connections through authentic flavors. As the first Asian-inspired sparkling water, they celebrate premium Asian tastes using real fruit and without adding sugars.
For our collaboration, I proposed limited-edition Pomelo flavor, packaged in co-branded Kung Fu Panda 4 cans featuring Po and his friends. Additionally, I recommended integrating a QR code-based sweepstakes giveaway for movie tickets directly on the cans to drive engagement.
To elevate visibility, I suggested distributing PR kits to AAPI influencers, comprising branded merchandise alongside the co-branded cans. As a visual aid, I developed mock-ups showcasing the envisioned design for the cans.
KFP4 x Masterclass
In my pitch for MasterClass, I highlighted their esteemed position as a premier streaming platform since its inception in 2015. With an annual membership, MasterClass offers unparalleled access to world-renowned instructors and a diverse array of subjects, earning accolades from esteemed publications like Forbes, The New York Times, and CBS News.
Considering their substantial TV advertising budget, I proposed a potential transition to television commercials (TVCs). In 2021, MasterClass allocated $8 million for TV spots, followed by $2 million in 2022.
Furthermore, I identified an opportunity to spotlight the relationship between Zhen and Po, pivoting towards a thematic focus on their mentor-mentee dynamic. Specifically, I suggested exploring Zhen's transformative journey from a life of crime to one of virtue and ethics through a compelling digital commercial.
To further leverage Zhen's character, I recommended promoting MasterClass's wellness genre by curating a collection of wellness lessons attributed to her. This curated collection would encompass existing MasterClass lessons on self-expression, mindfulness/meditation, authenticity, and more, aligning with Zhen's character development and resonating with audiences seeking personal growth.
