am is aiming to drive further volume and sales growth with a strategic on-pack promotion in support of the forthcoming Football World Cup in Brazil.As an official sponsor of the FA, this exclusive giveaway will permit Mars to reward England football supporters by offering them the unique opportunity to win one of 500,000 official England football shirts – available across both the Mars Confectionery and Mars Ice Cream ranges.
The promotion will be on the Mars Ice Cream Singles bars and Mars Ice Cream 4-Packs, and is available to all retailers now.
The promotion acts to capitalise on this key sales occasion, presenting a fantastic opportunity for retailers looking to maximise the impulse potential of the World Cup, targeting fans who will be stocking up on ice creams before, during and after the games.
This promotion will be accompanied by a £4m media support spend.
With Mars Ice Cream being the number one best-selling ice cream bar in the UK, one of the UK’s top 20 best-selling four packs, and with Mars and Snickers ice cream brands having an overall growth of 27% and 30% respectively in 20133, this World Cup on-pack promotion hopes to encourage retailers with further reason to stock Mars Ice Creams.
James Hay, Senior Brand Manager, Mars Ice Cream said:
“Mars Ice Cream offers best-selling consumer favourites in a variety of formats, building on the heritage of Mars confectionery brands.
“We are dedicated to supporting retailers and to growing the ice cream category through innovation and NPD.
“Mars is proud to be an official sponsor of the FA, and we are particularly excited about our forthcoming promotion around the World Cup 2014 – which we hope will help to encourage even more significant sales growth.”
