'Wonder Woman' Gets Dr Pepper into Action Alley

Dr Pepper Snapple Group's Dr Pepper is activating its promotional partnership with Warner Bros.' Wonder Woman at Walmart.The beverage brand is enlisting Fandango to dangle $5 toward a movie ticket with purchase of two participating 12-packs as an exclusive offer at Walmart, a representative of the rewards company told the Institute.In stores, an animated standee reminiscent of a movie theater screen employs rotating blades to flash between two signs: a life-size rendering of actress Gal Gadot as Wonder Woman above the word "power" on one side, and the brand's logo above the incentive offer on the other. The standee is viewable from both sides and quite large, commanding attention from across the store if positioned in a clear sight line.The effort spotlights nationally available Dr Pepper cans printed with promotional images from the film. The limited-edition cans are depicted on the base of the standee and stacked nearby on a pallet display outfitted with a base wrap promoting the incentive in Spanish.Shoppers redeem the offer by submitting photos of qualifying receipts to a dedicated Fandango landing page. It is valid for bulk or cumulative purchases from April 1 to May 31.Blog posts sponsored by Dr Pepper support. The brand also promoted the incentive on its Facebook page, though without mentioning Walmart.On the retailer's website, a "Wonder Woman" shop promotes the film's June 2 theatrical debut and offers licensed products ranging from toys and party supplies to clothing and jewelry.Walmart has been embracing women-focused efforts. The mass merchant recently put women on shelves with Brawny and, separately, is recruiting CPGs for a collaborative initiative to track and report sourcing from self-identified and certified women-owned businesses.

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