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DALLAS — Ethnic hair care company Johnson Products Co. has announced that it is the official U.S. hair care partner for Sony Pictures' comedy "Jumping the Broom," which opens in theaters May 6.
JPC is using its newest hair care line, Ultra Care, a moisture maintenance and relaxer line, to support the comedy about two African-American families from divergent socioeconomic backgrounds who come together one weekend in Martha's Vineyard for a wedding. The film features actors Angela Bassett, Paula Patton, Laz Alonso and Loretta Divine.
JPC will integrate "Jumping the Broom" into the spring national advertising and promotion of the Ultra Care brand. The company will promote "Jumping the Broom" in Ultra Care's full-page print advertising running in Jet and Essence magazines in May. JPC also will promote the partnership on its Facebook page, and will give away Ultra Care gift packs via radio in more than 50 markets, as well as create a "Get The Style" PR component featuring actress Meagan Good, who also stars in the movie.
"We at Johnson Products Co. are thrilled to support 'Jumping the Broom' and its producers," JPC brand manager Delene Cormier said. "This partnership is a first for us and we hope it will introduce our great new Ultra Care line to a new audience of consumers in a creative and nontraditional way."
JPC's collaboration with "Jumping the Broom" falls under the company's strategy to deliver a 360 Degree° Lifestyle Marketing Mix to its consumers.
This type of marketing outreach allows for JPC to communicate to its consumers the features and benefits of its products by generating product and brand awareness in advertising and promotional campaigns.