Bonux and Astérix: A Look at the Laundry Brand’s Promotional Tie-ins
French detergent brand Bonux has long been known not only for its laundry products but also for its promotional gifts. Since its early days, Bonux has included collectible items in its packaging—a marketing strategy that has left a nostalgic mark on generations of French households. In 2024, the brand partnered with the Astérix franchise for a special limited-time campaign that offered fans collectible magnets and a chance to win tickets to Parc Astérix. While the in-pack promotion has ended, a prize giveaway remains active in France.
The Bonux Legacy of Free Gifts
Bonux launched in France in the late 1950s and quickly became recognizable for its promise of “le cadeau Bonux”—a small toy or collectible item included inside every box of detergent. Over the decades, these gifts became a hallmark of the brand, attracting both children and collectors.
The practice faded in the 2000s but was revived in recent years as part of a broader nostalgia-driven marketing strategy. The 2024 campaign with Astérix fit squarely within this tradition.
The 2024 Astérix Magnet Promotion
In mid-2024, Bonux began distributing Astérix-themed magnets inside specially marked boxes of its powdered detergent (“Bonux L’Original – Lessive active au bicarbonate, 40 lavages”). Each box included one of several magnet designs, each depicting characters from the Astérix universe.
The campaign coincided with renewed interest in Astérix due to ongoing publications, merchandise releases, and the 35th anniversary of Parc Astérix. While Bonux did not officially state that the promotion was tied to any specific milestone, the timing aligned with broader brand activity around Astérix.
According to collector sources, the distribution of magnets ended by December 2024. No new magnets are being offered in current Bonux products as of mid-2025.
Ongoing Prize Giveaway in 2025
While the collectible magnets are no longer available in stores, Bonux is still running a related online prize giveaway. French customers who purchase eligible Bonux products can submit their receipt via the Bonux website for a chance to win:
- One of three family stays (2 nights for 4 people) at Parc Astérix
- One of 300 single-day entrance tickets to the park
This giveaway remains open through June 30, 2025, and is restricted to participants residing in France. Full rules and terms are published on bonux.fr.
Availability of Magnets for Collectors
Although international fans cannot take part in the official promotion, second-hand platforms such as Vinted, eBay, or collector forums may offer opportunities to purchase or trade the Bonux Astérix magnets. As with many past Bonux gifts, these items have found a place in the collector market soon after their initial release.
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