Volkswagen has teamed up with Illumination’s Despicable Me 4, featuring the beloved Minions, for a global marketing campaign that coincides with the film’s release. This collaboration aims to leverage the characters’ universal appeal to enhance Volkswagen’s brand image and promote its new models.
In Germany, the campaign will see the Minions joining forces with the German Football Association (DFB) to promote Volkswagen’s new GOAL special-edition models just in time for the European football tournament.
The Minions will also be featured alongside the national football team, highlighting an exclusive equipment package available for several Volkswagen models, including the ID.3, ID.4, and Golf, among others. Customers can enjoy savings of up to €3,700 compared to the manufacturer’s recommended retail price.
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Volkswagen’s Chief Marketing Officer, Susanne Franz, remarked, “The Minions are likeable and approachable, exactly the image the Volkswagen brand wishes to portray. Their special kind of humor fits well with our twinkle-in-the-eye approach to marketing. The creative force of Universal Pictures, Illumination, and Volkswagen has the potential for us to make a splash at the European championship with a humorous, innovative, and catchy campaign.”
The marketing strategy varies by region. In North America, the focus is on promoting the Atlas, while in Latin America and Mexico, the spotlight is on the Teramont. Volkswagen Commercial Vehicles will also participate in the global cooperation, ensuring a broad reach across multiple markets.
Despicable Me 4, directed by Oscar® nominee Chris Renaud and produced by Chris Meledandri and Brett Hoffman, promises non-stop action and Illumination’s signature subversive humor.
The film marks the first Despicable Me installment in seven years, featuring Gru, voiced by Steve Carrell, and his family embarking on a new adventure. Joining the cast are Will Ferrell as the new villain Maxime Le Mal and Sofia Vergara as his girlfriend Valentina, alongside other notable voices like Joey King, Stephen Colbert, and Chloe Fineman. Pierre Coffin returns to voice the Minions, while Steve Coogan reprises his role as Silas Ramsbottom.
This partnership between Volkswagen and Illumination capitalizes on the global popularity of the Minions, enhancing brand visibility and engagement through a series of innovative marketing actions. As the Minions add their distinctive charm to Volkswagen’s campaign, fans and customers alike can look forward to a blend of humor, nostalgia, and modern automotive excellence.
For more details on Volkswagen’s collaboration with Despicable Me 4 and to explore the new GOAL special-edition models, visit Volkswagen’s official website or your nearest dealership.
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