Mars is launching a new campaign – #Believe – which taps into the excitement ahead of the Euro 2016 football tournament this summer.

Mars, an official supporter of The FA since 2009, will be showing its support by changing to limited edition #Believe packaging for its singles, duos, 4 packs and 9 packs.

In addition to the limited edition packaging, retailers will be able to capitalise on campaign awareness and consumer engagement by bringing to life the spirit of the #Believe campaign in store using a range of pre-filled POS solutions.

Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “There are three home nations in the competition this year, and with 73% of viewers likely to buy snacks and drinks before the matches, our new #Believe Mars bar packaging provides retailers with a great opportunity to implement on-shelf activation which brings the magic alive for consumers.”

In the lead-up to the tournament, a media investment of £4.1m will support the campaign launch. This will start with a #Believe TV campaign, featuring three England players. The advert, which launches on 15th May, will be supplemented by a multi-channel social media campaign.

Greg Kent, Mars brand manager, said: “Up to 20 million people are set to watch each match in the tournament in France with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during the average Euro 2016 game.

“Our Mars #Believe campaign recognises the importance of genuine consumer engagement around the tournament matches and this is echoed in each element of our approach – from our limited edition packaging, to our TV creative and digital engagement. We want to encourage collective support for our national team and making a statement on pack is an effective way to ensure this stays top of mind for consumers.”

Martin Glenn, FA CEO, said: “After an unbeaten season for England in 2014/15, we go into summer 2016 full of confidence and proud to stand beside Mars in its campaign to galvanise the nation to ‘Believe’. It is clear that 2016 is not only a major event for the home nations teams, but a major opportunity in the retail space, and we hope that our partnership with Mars will assist them and their retailers to a successful year.”

Wales and Northern Ireland are also qualified to take part in this year’s tournament, and Mars’ #Believe campaign will extend to retailers in these home nations, encouraging them to show their support in store with a range of PoS solutions which feature fan imagery and the nations’ colours.

The Scottish team didn’t qualify, but Mars’ is encouraging retailers and fans to continue to show belief in their team, providing an exclusive overlay for Scottish stores and continuing the campaign presence on-pack.

A competition will also help to generate further consumer engagement, offering the chance for two people to win a kickabout with a Scottish player, as well as hundreds of other football prizes.

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