Mars Wrigley Confectionery UK is launching The Sweetstake, an on-pack promotion offering consumers the chance to win millions of prizes including free products and cash.

An adaption of the traditional of sweepstake, the promotion will run across 11 brands in singles, multipack and pouch packs. There will be 100 million promotional packs in the market from the 23 of April in the lead up to and during the World Cup this summer.

Shoppers will need to enter the unique code found inside the pack onto a microsite to see if they have won a prize. Each pack carries a 1 in 7.7 chance of winning prizes including cash prizes of £5, £20, £500 and £10,000 and also free products which are redeemable by coupons, driving shoppers back in store.

Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16 July).

The packs will all carry a visible flash, with a WIN beacon. On top of this, the MARS brand is proud to be the official chocolate partner of the Mens England Football Team and point of sale displays will be available featuring three famous players: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2m media spend, including a TV commercial featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson. The promotion will also be supported by digitial and live out of home media.

Katie Walland, Mars brand director at Mars Wrigley Confectionery UK, said: “Rooted in cutting edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands.

“As a partner of the England Football Association, and as supporters of the England football team, the Mars bar has football in its DNA and Mars Wrigley Confectionary produces the perfect products to stock-up on ahead of a big tournament.”