This summer Skittles is partnering with Google Play with the launch of an on-pack promotion, as part of its brand strategy to entertain.

The limited edition packs offers consumers the chance to win a Google Play £5 credit to spend across the entire Google Play store, via a unique on-pack code entered at the Skittles website.

If consumers don’t win £5 credit they will get a free in-app item from the Google Play store.

The Google Play partnership will feature on all Skittles flavours including Fruits, Crazy Sours, Wild Berry and Tropical, across the 55g singles bags and 174g sharing pouches.

The launch is being supported by an advertising campaign which will run throughout the promotional period, as part of the brand’s multi-million pound investment for 2016. The advertising will include an animated digital campaign exclusive to YouTube. Newly designed POS materials is also available.

Dan Newell, confections marketing manager, Wrigley commented: “With over one billion users worldwide, Skittles’ partnership with Google Play represents a great opportunity for retailers to tap into this growing trend and drive sales. We’ve had huge success with previous entertainment linked campaigns and we expect this activity to drive a 5% increase in sales. With this in mind; retailers should ensure their range is well stocked in order to profit from this promotion and increased brand awareness.”

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