Universal Music Publishing Group has collaborated with George at ASDA in an exclusive, long-term partnership that will see iconic song lyrics printed on a wide range of garments.
Customers will also be offered a free download of the original song from which the lyrics are taken through George.com.
The promotion, launching this month (June 2009), will feature on clothing across all age ranges - from babywear to adults - and is set to run in all of the company’s stores.
There will be dozens of lyric choices from numerous different musical genres that will include, amongst others: ‘The Love Cats’ – The Cure, ‘I Will Survive’ – Gloria Gaynor, ‘The Boys are Back in Town’ – Thin Lizzy, and ‘Born To Be Wild’ – Steppenwolf.
Other lyrics featured come from Kiss and Hard Fi. More will be rolled out throughout 2009 and there is an option to extend the campaign to ASDA's numerous overseas stores as well.
It is hoped that the campaign will also offer a number of interesting and diverse co- promotional opportunities between ASDA, George and artists on the UMPG roster.
Vice President, Business Development and Media, Universal Music Publishing Group, Simon Mortimer, said, “Working with one of the best known, mainstream fashion brands is great news for the writers and artists we represent and this concept, which gives consumers a range of highly original clothing as well as a free song download, is a very compelling offering.”
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