Coast Soap Teams up with Paramount Pictures to Celebrate the New BAYWATCH Movie

Special Edition Packages Debut as Film Arrives in Theaters May 25.

Stamford, CT, April 22, 2017 -- High Ridge Brands, makers of Coast® Soap, has partnered with Paramount Pictures on an exciting campaign tied to the new comedy BAYWATCH, in theaters May 25. The brand will introduce Special Edition packaging, featuring the whole Baywatch movie crew, on fan favorite Coast products, in anticipation of the May 25 theatrical release.

The new movie follows devoted lifeguard Mitch Buchannon as he butts heads with a brash new recruit. Together, they uncover a local criminal plot that threatens the future of the Bay. The film stars Dwayne Johnson, Zac Efron, Priyanka Chopra, Alexandra Daddario, Jon Bass, Kelly Rohrbach, and Ilfenesh Hadera. Directed by Seth Gordon.

“We are thrilled about the partnership. Baywatch lifeguards have been keeping their eyes open observing and protecting the coast for over 20 years, while Coast Soap has been The Eye Opener™ since 1976 capturing fans with its crisp, refreshing scent,” said Jasmin Manner, CMO, of High Ridge Brands, “and fans should be on the lookout for new special Baywatch movie-themed packaging of our Classic Scent wherever Coast 8-Bar and Body Wash is sold.”

Additionally, consumers can enter the Coast® $5,000 ALWAYS TO THE RESCUE Sweepstakes for a chance to win a trip for two to Miami, Florida where they can enjoy a stay in South Beach exploring the city in a Miami highlights tour and sailing on a cruise along the inner harbor. Weekly winners will receive prize packs complete with Coast products and Baywatch items. The sweepstakes began on April 10th, 2017 at  Coast Classic Scent 4 oz. Bar Soap and 18 oz. Body Wash Baywatch Movie-Themed Packaging is available now through June 2017.

About High Ridge Brands:

High Ridge Brands provides Americans with high-quality personal care products at compelling value with iconic, trusted personal cleansing and hair care brands like Alberto VO5®, Zest® and Coast®, also known as “The Eye Opener” ®. Coast Soap has been an affordable leading soap brand among families since 1976. From skin cleansing to hair care to oral care, High Ridge Brands provides families with high quality products at a great value.

About Paramount Pictures Corporation:

Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NASDAQ: VIAB, VIA), a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Television, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.


Jordan Washburn

Zest and Coast Marketing

Matrixx Pictures

3122 Santa Monica Blvd

Santa Monica, CA 90404


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Apr 22, 2017