The EU region needed a football promotional platform that worked across their two lead brands and had the flex to work across markets.
Mars Wrigley needed to drive differentiation for their promotions versus competitors to secure space during the World Cup.
To drive engagement and longevity the promotion was structured to deliver several interaction points with shoppers during the football tournament.
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.
Local markets will utilise the shopper idea to offer Gen Z shoppers chances to win prizes that alleviate study anxiety.
Activated across millions of multi-brand packs in the European region prior to and during the tournament.
30 markets adopted the campaign in the first 3 months since launch
