Mars Chocolate and Wrigley Team Up for In-Store Super Bowl Promotion

Mars Chocolate North America and Wrigley have teamed up for a joint national in-store promotion to drive sales around the Super Bowl. 

The program is supported by a series of integrated activations inducing joint in-store displays and consumer promotions to boost sales around the year's biggest snacking occasion behind Thanksgiving, the Super Bowl. The joint selling-program is a first for the two sister companies. 

The national in-store promotion, which runs now through Feb. 29, encourages shoppers to text SWEET50 to 87654 for a chance to win a series of instant prizes, as well as a grand prize package. 

Instant win prizes range from $75 NFLShop.com e-gift cards to free Snickers, M&M’S, Twix, 3 Musketeers, Milky Way, Skittles and/or Starburst products (awarded as coupons). 

The grand prize package includes everything a fan needs to enjoy their favorite football games in the comfort of home, including a $2,000 electronics gift card, a $600 pre-paid debit card and a $250 NFLShop.com e-gift card.

While both companies have successfully supported Super Bowl in the past, this partnership poses greater opportunities for retailers because chocolate and non-chocolate are "and" purchases with each other and other Super Bowl snacks.

“The Super Bowl is an iconic event that the Snickers brand is excited to be part of again,” says Allison Miazga-Bedrick, director of the Snickers brand. “We can’t wait to get back in the game again this year, and we plan to pull out all the stops to satisfy America’s hunger to watch another great Super Bowl commercial from Snickers.”

Matt Montei, senior marketing director of confections and seasonal at Wrigley, adds: “We had an amazing rookie Super Bowl experience, so we’re thrilled to be back. Once again, we have dozens of awesome integrated activities planned for our Super Bowl party this year with the ad serving as our grand finale.”