Wrigley Partners with Marvel for In-Store Promotion

Wrigley, a subsidiary of Mars, Inc., has launched its latest in-store promotion, in partnership with Marvel. The “Originals versus Sours” promotion encourages consumers to choose sides with Iron Man or Captain America before they face off in Marvel’s Captain America: Civil War, opening in theaters on May 6.

The program will run through July 31, and consumers will pick sides by purchasing Original or Sour products via in-store displays with the opportunity to receive a code for a complimentary movie ticket (up to a $10 value) after purchasing a total of five specially-marked product packs.

The promotion features a cross-brand portfolio activation with both gum and confections, and it includes Original and Sour flavor varieties across several Wrigley’s biggest brands, including Skittles, Starburst, Juicy Fruit, Orbit and Eclipse. It’s also supported with a 360-activation consisting of advertising, social media engagement, unique displays, shopper marketing support and a custom microsite for tracking eligible purchases.

Summer is a critical seasonal selling opportunity for grocery stores, and Wrigley offers its retail partners exciting programs, such as the “Originals versus Sours” promotion, to help them engage shoppers and increase gum and confections sales during key moments throughout the year, say company officials.