Mars Announces 2012 Consumer Promotions
HACKETTSTOWN, N.J. -- Mars North America provided details on its planned 2012 consumer promotions. Throughout the year, the company will hold special events and support its products through instant-win sweepstakes, national campaigns across a variety of platforms, and in-store displays and coupons. Here are some key events consumers and retailers can look forward to:
Celebrate on the Field
Mars will kick off its 2012 promotions before the new year even arrives with "Celebrate on the Field," its Superbowl sweepstakes and instant-win game. From Dec. 19 through Feb 5, 2012, consumers can purchase singles or sharing sizes of Snickers, M&M's, Twix, 3 Musketeers and Milky Way candies to win one of 5,000 instant-win prizes each day.
Prizes include NFL and Visa gift cards, coupons for Mars brand items, Snickers/NFL tailgate coolers and more. Consumers can also enter to win the grand prize of a VIP trip for four to 2013's Super Bowl XLVII in New Orleans by registering at www.BeOnTheField.com.
The company will support this campaign with a heavy media investment, as well as eye-catching in-store displays, coupon tear pads to stimulate retail purchases, and a future consumption element that will provide 10 percent more product free with bonus bags from Snickers, M&Ms, Twix, Minis Mix and Dove Chocolate.
Take Your Peanut Butter Pick
Candy fans who love peanut butter will enjoy "Take Your Peanut Butter Pick," a cross-brand promotional event meant to showcase Mars' range of chocolate and peanut butter offerings from M&M's, Snickers and Twix brands in a variety of textures, formats and tastes.
Peanut butter products represent a major opportunity for sales, having rapidly outpaced category growth over the last few years and accounting for a 19-percent dollar share, according to Mars. "Take Your Peanut Butter Pick" starts on Jan. 30 and will build on the 2011 launch of Snickers Peanut Butter Squared by capitalizing on the product's momentum and featuring popular products, M&M'S Peanut Butter Chocolate Candies and TWIX Peanut Butter Cookie Bars.
In-store displays and "Buy Two, Get One Free" tear pads will be available to retailers. Mars also plans to provide national media support to Snickers Peanut Butter Squared throughout 2012, the company stated.
M&M'S Makes Race Day More Fun/When We Win, You Win!
Mars is revving up excitement for its NASCAR sponsorship by supporting a full year of "M&M'S Makes Race Day More Fun" and linking victorious performances of the NASCAR M&M's Racing Team with the chance to score instant-win prizes such as M&M's Brand Racing and officially licensed NASCAR merchandise, as well as the grand prize of a new Toyota.
The company's 360-degree marketing campaign will extend from January through November and include a national TV spot, radio spots, instant redeemable coupons and social media and PR support.
Official Energy Bar of the Rock 'n' Roll Marathon Series
Proving that its products are not just for those who enjoy sports from the comfort of home, Mars' Marathon Bar will have a dominant presence as the Official Energy Bar of the Rock 'n' Roll Marathon Series at all 25 U.S.-based race events. Top race markets include Phoenix, Dallas, Nashville, Los Angeles, San Diego, Washington D.C., Las Vegas and other large cities.
The Rock 'n' Roll Marathon Series combines entertainment with running, and features live bands along every mile of the race courses as well as post-event headliner concerts. The fast-growing series of full- and half-marathons has doubled its total number of events over the past three years and appeals to both elite athletes and the majority of "daily performer" runners, said Mars.