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CeraVe: Arrakis’s Hidden Resource
CeraVe partnered with “Dune: Part Three” to promote its Moisturizing Cream, framing it as the real hidden resource of Arrakis. A short film shot in Mexico’s Samalayuca Dunes anchors a global campaign with outdoor advertising, creator gifting and screening events.
Why it worked: It hijacked a global film moment with a product-proof twist—120-hour hydration stress-tested in real dunes—turning IP synergy into a news peg.
The lesson: Consider piggybacking a tentpole release by pressure-testing your product in its signature environment, then pitch the results as exclusive proof.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| wwd.com | CeraVe Taps 'Dune: Part Three' for Brand's First Film Partnership | Friday 13th November, 2026 |
| prnewswire.com | CeraVe devient « l'hydratant officiel d'Arrakis » grâce à un partenariat inédit avec le film DUNE : TROISIÈME PARTIE | Friday 13th November, 2026 |
| prnewswire.com | CeraVe se convierte en "La crema hidratante oficial de Arrakis" en su primera colaboración cinematográfica con DUNE: TERCERA PARTE | Friday 13th November, 2026 |
| prnewswire.com | CeraVe wird im Rahmen der ersten Filmpartnerschaft mit DUNE zum „Offiziellen Feuchtigkeitsspender von Arrakis": TEIL DREI | Friday 13th November, 2026 |
| parade.com | CeraVe Just Became the Official Moisturizer of 'Dune: Part Three' - Parade | Friday 13th November, 2026 |