Peugeot has announced that it will make Pudsey the face of its brand tomorrow, to show support for Children in Need, with help from CMW.
The agency will see Pudsey replace the Peugeot’s lion in a redesigned logo, with full-page ads in The Sun, Metro and The Times, as well as a Pudsey takeover of the car manufacturer’s social media channels.
Morgan Lecoupeur, UK marketing director for Peugeot, said: “Peugeot are extremely proud to partner with a charity as iconic and important as BBC Children In Need. In this, our first year of partnership, we wanted to drive home the message that everyone at Peugeot is supporting the charity and the excellent work they do for disadvantaged children.”
The campaign will promote ‘Pudsey’s Dream Wheels’, an online game where people will be able to design their dream car using a simple tool, and, if they choose, make a small donation and enter their design into a competition to win a Peugeot 208.
Liz Wilson, chief executive of CMW, added: “Pudsey’s takeover of the Lion logo shows just how important the partnership is to both Peugeot and BBC Children in Need. We’re delighted that Peugeot have taken the brave step of putting the advertising spotlight on Pudsey and the wonderful cause he represents– it’s a tribute to the human side of this family-run company.”
Remember, you can donate to Children in Need through the button on the top right of The Drum.