Mars, an official supporter of The FA since 2009, today launches a brand new campaign – #Believe – which aims to tap into the excitement, buzz and anticipation ahead of the biggest football tournament this year.
As fans across the nation gear up to support their team in France, Mars will also be showing its support by changing to limited edition #Believe packaging for its singles, duos, 4-packs and 9-packs.
In addition to the limited edition packaging, the #Believe campaign is being bought alive in-depot and in-store using a range of pre-filled PoS solutions.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, says: “There are three home nations in the competition this year, and with 73% of viewers likely to buy snacks and drinks before the matches, our new #Believe Mars bar packaging provides retailers with a great opportunity to implement on-shelf activation which brings the magic alive for consumers”.
Building momentum in the lead up to the tournament, a media investment of £4.1m will support the campaign launch. Kicking this off, Mars will be rallying support for the national team with a #Believe TV campaign, starring three of England’s brightest football stars. The advert, which will land on screens across the country from 15th May, will be supplemented by a significant multi-channel social media campaign, consistently ensuring the brand is top of mind for consumers and driving footfall in store.
Greg Kent, Mars brand manager, says: “Up to 20 million people are set to watch each match in the tournament in France with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during the average Euro 2016 game. Our #Believe campaign recognises the importance of genuine consumer engagement around the tournament matches and this is echoed in each element of our approach – from our limited edition packaging, to our TV creative and digital engagement. We want to encourage collective support for our national team and making a statement on pack is an effective way to ensure this stays top of mind for consumers.”
Wales and Northern Ireland are also qualified to take part in this year’s tournament, and Mars’ #Believe campaign will extend to retailers in these home nations, encouraging them to show their support in store with a range of PoS solutions which feature fan imagery and the nations’ colours.
Although the Scottish team didn’t make it to France, Mars is encouraging Scots to continue to show belief in their team, providing an exclusive overlay for Scottish stores and continuing the campaign presence on-pack. A competition will also help to generate further consumer engagement, offering the chance for two lucky people to win a kickabout with a Scottish player, as well as hundreds of other football prizes which will be up for grabs.