Lucasfilm Reveals Brand Partnerships for 'Star Wars: The Force Awakens'

The Force is with Duracell, HP, Covergirl and Subway.
Courtesy of Star Wars

This fall, the Force really will be all around us, thanks to a massive promotional campaign for the upcoming Star Wars: The Force Awakens that includes partnerships with brands including Covergirl, Duracell, General Mills, HP and Verizon.

In a statement released Thursday, Lucasfilm announced partnerships with seven leading brands (those mentioned above, as well as FCA US and Subway) to develop "breakthrough, custom creative campaigns, innovative programs and activations for their target audiences" that will promote the December release of the J.J. Abrams-directed revival of the space opera movie franchise.

"We are thrilled to be working with such a stellar roster of promotional partners," Lucasfilm general manager Lynwen Brennan is quoted as saying in the statement. "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."

Outside of the Covergirl line, no details were announced about the campaigns, although Lucasfilm promised that each would "strategically complement the tempo and tone of the film's overall marketing campaign."

Star Wars: The Force Awakens opens Dec. 18.

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