Building on last year’s England shirt giveaway, this year, Mars will again offer fans the chance to win exclusive England merchandise, with one million England designed footballs to be given away as part of the ‘Win 1 of 1 million’ on-pack promotion.
New packaging across Mars formats has been designed to unlock consumer purchase intent and to drive incremental sales.
Three exclusive football designs, fronted by top England team players Wayne Rooney, Gary Cahill and Alex Oxlade-Chamberlain will be on offer. The on-pack promotion will also be supported by POS materials such as pre-filled units, dumpbins and till units, to help retailers drum up excitement in-store and benefit from increased sales of this exclusive on-pack offer.
Bep Dhaliwal, trade communications manager, Mars Chocolate UK said: “With a successful six-year history working with the England football team, we’re proud to continue our partnership with The FA and enter another exciting year for the team, who have won every game so far in their bid to qualify for Euro 2016. Our giveaway looks to generate even more opportunities for retailers to capture the attention of customers with excitement in-store.
“New for 2015, we’re offering consumers the chance to redeem winning packs for their chosen football design. The partnership sees our flagship Mars Bar unite with the UK’s favourite sport. The end of May and early June sees the culmination of the football season. The Premier League, European competitions and FA Cup all come to their climax, getting the nation gripped with the game. The season finale, two England matches, is expected to draw audiences of six million, making this a great opportunity for retailers to engage with customers.
The limited edition packs of Mars will contain a simple mechanism to win, with consumers unwrapping the bar to uncover a unique code within the wrapper, consumers will then be able to redeem their code online or via text to find out if they are a winner. Every consumer who enters a unique code online will also win a free Mars Just Play session.
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