HAPPYGELATO® POP IS BORN FOR THE LAUNCH OF ALVIN SUPERSTAR 2 DVD AND BLU-RAY

PreGel continues the kids marketing strategy through the HappyGelato® brand, www.happygelato.com. PreGel, leader in the sector of products and semi finished products for gelato and pastry, signs a new partnership, which binds it to Twentieth Century Fox for the release of the DVD and Blu-ray "Alvin Superstar 2", scheduled for April 21st. For that occasion, the brand new HappyGelato® POP flavour has been created.

Reggio Emilia, April 19th, 2010 -. A new flavour, this time at the rhythm of music and cheerfulness: it is HappyGelato ® POP, absolute novelty that PreGel, leader in the sector of products and semi finished products for gelato and pastry, launches on the occasion of "Alvin Superstar 2" DVD and Blu-Ray release, which is scheduled for April 21st. The new entry in the great HappyGelato® family (www.happygelato.com) marks the new partnership operation in the cinema’s world, which binds PreGel to Twentieth Century Fox, one of the historical American majors. After launching the film in Italian cinemas, Twentieth Century Fox is now ready to distribute the DVD and Blu-Ray.
 

HappyGelato POP ®, available as of April 26th in over 500 gelato shops on the whole national territory, is a new base where the sweet and delicate almond taste mixes with crunchy chocolate. The name chosen for the new flavour is absolutely in line with the animated film: Alvin is a friendly squirrel who, together with his two brothers, has founded the Chipmunk, an unleashed pop band that, in this sequel, will intertwine its hilarious adventures with the 'rival' band of the Chipettes squirrels and a group of flesh and blood actors.

It must be said that Alvin is a character of great and proven success: created by Ross Bagdasarian in 1958, in a half century of history it has claimed success not only in the U.S., but a bit all over the world. It is enough to think that the first Alvin Superstar has remained in the "Top 20" of the most viewed films in 23 countries for ten weeks, cashing 11.9 million pounds in the UK alone, becoming, in 2008, the first title of the DVD market.

"After the first experience of co-brand in the world of cinema with the launch of HappyGelato® Spaziale- says Manuel Sirgiovanni, Marketing Director of PreGel - we decided to continue on the path of kids marketing, binding to a genuine international star of the calibre of Alvin. We believe that diversifying our strategy to state the HappyGelato® brand as single brand in the world of Artisanal Gelato, in such a potential area as cinema, is a key to increase our growth opportunities."

The partnership with Twentieth Century Fox Home Entertainment is accompanied, as usual, by a large promotional activity, both B2B and B2C. To all the gelato shops that will purchase the brand new HappyGelato ® POP PreGel will deliver an ad hoc kit made of information material and many gadgets: nice collectible suction caps, representing the six characters of the film (three squirrels and three female squirrels), the counter display, the poster, the dedicated flavour cards and some cards to be delivered to the customers to participate to the online contest "Win the HappyGelato® fun”. It will be sufficient to connect to the website www.happygelato.com to win the DVD of Alvin 2, iPod players, and a fantastic stay at Gardaland for the whole family.

In order to further support the initiative some events will be organized in cooperation with Twentieth Century Fox Home Entertainment.