Market Overview

Lucasfilm Teams Up With Seven Major Global Brands To Launch Expansive Promotional Campaign In Support Of "Star Wars: The Force Awakens"



SAN FRANCISCO, Aug. 13, 2015 /PRNewswire/ -- Lucasfilm announced today that they are collaborating with seven of the world's most well-known brands -- COVERGIRL® & Max Factor, Duracell, FCA US, General Mills, HP, Subway® and Verizon -- for the launch of an expansive, historic promotional campaign in support of "Star Wars: The Force Awakens," opening on December 18.

For the highly anticipated next episode in the "Star Wars" franchise, each company has developed break-through, custom creative campaigns, and innovative programs and activations for their target audiences.

"We are thrilled to be working with such a stellar roster of promotional partners.  The 'Star Wars' brand has endured over the years, across generational audiences because it connects with people in a very special way," said Lynwen Brennan, General Manager of Lucasfilm. "Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience 'Star Wars: The Force Awakens.'"

The seven best-in-class global partners were chosen for their creative excellence within their fields as well as their collective diverse global reach. All of the partnerships strategically complement the tempo and tone of the film's overall marketing campaign.


Easy, breezy, beautiful from the start, COVERGIRL now holds an iconic position in the world of beauty and pop culture: the brand that has been empowering women to rock their beautiful for more than 50 years. Throughout its history – and still today – COVERGIRL has been known as a cosmetics category leader and innovator, with first-to-market technologies, famous faces, and on-trend marketing campaigns. Whether how to get the look, or how to get behind-the-scenes access to the hottest celebrity event, COVERGIRL has got it covered. Recently, the brand committed $5MM over five years to enable women and girls to break boundaries at school, at work, and in entrepreneurial endeavors via its #GirlsCan initiative. Visit or find @COVERGIRL in social media for more information.

Max Factor is the make-up of make-up artists.  The story begins from the founding days of Mr. Max Factor, a true make-up artistry icon and pioneer, who created a world full of glamour. The make-up products and techniques he created for the movie industry and his Hollywood clients, Marilyn Monroe being just one of his many famous clients, earned him an Academy Award, but his guiding philosophy was that any woman could be glamourous given the right tools and make-up artistry skills. From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day. Today, the Max Factor brand continues to empower women to look and feel glamorous via its talented Network of Make-up Artists, headed by the make-up visionary Pat McGrath (Max Factor and COVERGIRL Global Creative Design Director), sophisticated diagnostic tools and artistry, and an ever expanding range of tools and tips. Visit or find @MaxFactor in social media for more information.


Duracell is the world's leading manufacturer and marketer of high performance alkaline batteries.  As the leader in the personal power category, Duracell has a rich history of innovation continuously introducing batteries that are more compact, more powerful and longer lasting than competitor brands.  Since 1973, the Duracell Bunny has been at the heart of the brand demonstrating Duracell's longer lasting power.  Today Bunny is one of the most recognised brand icons in the world.  Duracell batteries power many devices across the globe, including toys such as the Hasbro Lightsaber. In addition to its alkaline batteries, the company sells primary lithium, zinc air, and rechargeable nickel-metal hydride batteries as well as a line of flashlights.


FCA US LLC is a North American automaker with a new name and a long history. Headquartered in Auburn Hills, Michigan, FCA US is a member of the Fiat Chrysler Automobiles N.V. (FCA) family of companies. FCA US designs, engineers, manufactures and sells vehicles under the Chrysler, Jeep, Dodge, Ram and FIAT brands as well as the SRT performance vehicle designation. The company also distributes the Alfa Romeo 4C model and Mopar products. FCA US is building upon the historic foundations of Chrysler, the innovative American automaker first established by Walter P. Chrysler in 1925; and Fiat, founded in Italy in 1899 by pioneering entrepreneurs, including Giovanni Agnelli.

FCA, the seventh-largest automaker in the world based on total annual vehicle sales, is an international automotive group. FCA is listed on the New York Stock Exchange under the symbol "FCAU" and on the Mercato Telematico Azionario under the symbol "FCA."

General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2015 worldwide sales of US $18.8 billion.


HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers' most complex challenges in every region of the world. More information about HP (NYSE: HPQ) is available at


Customers in 110 countries have easy access to a fresh line-up of vegetables for their made-to-order sandwiches and salads at any of the more than 44,000 franchised locations. The company, founded 50-years-ago by then-17-year-old Fred DeLuca and family-friend Dr. Peter Buck, is still a family-owned business with thousands of dedicated franchisees/entrepreneurs in neighborhoods around the world, providing easy access to vegetables, detailed nutrition, dietary, and healthy lifestyle information. This has been a priority for the SUBWAY® chain for many years. To learn more information about us, visit, like us on Facebook at and follow us on SUBWAY® is a registered trademark of Doctor's Associates Inc.


Verizon Communications Inc. (NYSE, Nasdaq: VZ), headquartered in New York, is one of the largest communication technology companies in the world. Verizon operates America's largest, most reliable 4G LTE wireless network with 109.5 million retail connections nationwide. Verizon also provides converged communications, information and entertainment services over America's most advanced fiber-optic network, and delivers integrated business solutions to customers worldwide. A Fortune 15 company with more than $127 billion in 2014 revenues, Verizon employs a diverse workforce of 178,500. For more information, visit

About Lucasfilm Ltd.

Lucasfilm Ltd., a wholly-owned subsidiary of The Walt Disney Company, is a global leader in film, television and digital entertainment production. In addition to its motion-picture and television production, the company's activities include visual effects and audio post-production, cutting-edge digital animation, interactive entertainment software, and the management of the global merchandising activities for its entertainment properties including the legendary STAR WARS and INDIANA JONES franchises. Lucasfilm Ltd. is headquartered in northern California.

Lucasfilm, the Lucasfilm logo, STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. ©2015 & TM Lucasfilm Ltd. All Rights Reserved. 

About "Star Wars: The Force Awakens"

Lucasfilm and visionary director J.J. Abrams join forces to take you back again to a galaxy far, far away as "Star Wars" returns to the big screen with "Star Wars: The Force Awakens." 

The film stars Harrison Ford, Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, Lupita Nyong'o, Andy Serkis, Domhnall Gleeson, Anthony Daniels, Peter Mayhew and Max Von Sydow. Kathleen Kennedy, J.J. Abrams and Bryan Burk are producing with Tommy Harper and Jason McGatlin serving as executive producers. The screenplay is by J.J. Abrams & Lawrence Kasdan.  "Star Wars: The Force Awakens" releases in U.S. theaters on December 18, 2015.

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SOURCE Lucasfilm Ltd.

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