Mars Wrigley Confectionery is launching the Sweetstake, a new on-pack promotion offering consumers the chance to win millions of prizes including free products and cash.
An adaptation of the traditional sweepstake game mechanic, the promotion will run across 10 brands in singles, multipack and pouches. There will be 100 million promotional packs in the market from the April 23 in the lead-up to and during this summer’s World Cup.
Every promotional pack purchased gives consumers entry to the Sweetstake and there will be over 700 different gameplay scenarios available across the promotion. Shoppers will need to enter the unique code found inside the pack onto a microsite to see if they have won a prize if their gameplay scenario occurs.
Each pack carries a 1 in 7.7 chance of winning prizes including cash sums of £5, £20, £500 and £10,000. Free products – redeemable by coupons – are also up for grabs. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (July 16).
Mars Wrigley will drive awareness of the promotion with a £1.2m marketing spend, including a TV ad, digital activity and live out-of-home media.
The promotion will run across Mars, Maltesers, Extra, Galaxy, M&M’s, Snickers, Twix, Revels, Skittles and Starburst SKUs.
Katie Walland, Mars Brand Director – 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!”