HACKETTSTOWN, N.J. — Mars Chocolate North America and Wrigley will kick off 2016 with their first-ever joint-selling program in honor of Super Bowl 50. Supported by 360-degree activations, joint in-store support and relevant consumer promotions, the program is designed to help retailers drive sales around the Super Bowl, which is the year's biggest snacking occasion outside of Thanksgiving.
While both companies have successfully supported Super Bowl in the past, this new Mars and Wrigley partnership provides retailers with greater opportunities as chocolate and non-chocolate are "and" purchases with each other and with other Super Bowl snacks, according to the announcement. Ninety-seven percent of consumers who buy non-chocolate confections also buy chocolate, while 76 percent of those who buy chocolate also buy non-chocolate.
Mars/Wrigley brands are also strong drivers of impulse purchases, particularly when merchandised near salty game-day foods, and the velocity of Mars/Wrigley products grows by 15 percent when merchandised near non-confectionery snacks, the companies noted.
As part of the joint-selling program's in-store activation, shoppers will be able to text codes on Snickers and Skittles in-store displays for the chance to win instantly and enter the grand-prize sweepstakes. Instant prizes will include 1,000 $75 NFL Shop gift cards; 150,000 free Snickers bars; and 150,000 free Skittles, awarded as coupons.
Grand-prize party packages include a $2,000 Best Buy gift card; $500 Visa gift card; $100 Party City gift card; and $75 NFL Shop gift card.
The partnership to "Make Super Bowl 50 Even Sweeter!" will take place from December 2015 through January 2016.