Challenge
The EU region needed a football promotional platform that worked across their two lead brands and had the flex to work across markets.
Insight
Mars Wrigley needed to drive differentiation for their promotions versus competitors to secure space during the World Cup.
Strategic Idea
To drive engagement and longevity the promotion was structured to deliver several interaction points with shoppers during the football tournament.
Creative Idea
Win Win! gives shoppers the chance to win great football prizes instantly as well as a second chance to win big at the end of the tournament, driving longer engagement.
Hook
Local markets will utilise the shopper idea to offer Gen Z shoppers chances to win prizes that alleviate study anxiety.
Activation
Activated across millions of multi-brand packs in the European region prior to and during the tournament.
Impact
30 markets adopted the campaign in the first 3 months since launch
12K
Displays in UK
17K
Displays in Germany
2.5K
Displays in Italy
1K
Displays across 13 customers in Portugal & Spain
