Mondelēz International brands Maynards, Bassetts and the Natural Confectionery Company are teaming up for a nationwide on-pack promotion.
Created by Initials, ‘Win Nothing but Fun Every Day’ will feature across 21 million packs offering prizes and rewards ranging from money-off coupons to experiences and product prizes such as giant outdoor Jenga, a Samsung home entertainment unit, spa weekends, a golf weekend and lesson with a PGA pro, a European weekend away, or the chance to chase the Northern Lights in Iceland.
Each promotional pack carries a large magenta sticker with a unique eight-digit code that needs to be entered to the ‘Win Nothing but Fun Every Day’ microsite, designed and built by Initials, where winners will get to choose from ten prize options.
Pippa Lewis, brand manager at Mondelēz International, commented: “The campaign objective was to deliver a promotion that would remind, excite and encourage purchase across our three fantastic candy brands… We wanted to create an ownable campaign that could truly leverage these brands, driving fun, across all channels, all customers.
“We are extremely excited to launch this summer of fun with ‘Win Nothing But Fun Every Day’. The campaign is bright, bold and very pink, exciting for both retailers and consumers as everybody wins! We have worked extremely hard to ensure the prizes are relevant and fun for the family to be enjoyed independently or shared.”
Client services director at Initials, James Willoughby, added: “Rather than simply focusing on discounts, we wanted to create something that consumers could really enjoy and engage with, which is why we opted for an ‘everyone’s a winner’ prize mechanic. We’ve worked with fun, playful messaging and summer colours to ensure the packs appeal to the diverse audience that buy these brands, from kids to adults alike.”
In addition to the on-pack promotion, ‘Win Nothing but Fun Every Day’ will also have strong support in-store with POS messaging, the campaign runs until Saturday 4 October.