Mars is temporarily changing its name to tie in with the World Cup and becoming the Believe bar.
Starting on April 18th the on-pack change will be supported by pound;3.7m of marketing, including TV, press, radio, outdoor poser sites, direct mail, in store POS and value deals. The campaign will also be supported by the Sun newspaper and talkSport radio.
The Believe bar will be encouraging consumers to believe good things can happen.
With the England side involved in the World Cup the activity within England will be focused on that particular tournament, charting the build-up to main event.
In Scotland, Wales and Northern Ireland outdoor poster advertising will be football generic in tone.
Consumers will be able to interact with the campaign by visiting [http://www.marsbelieve.com] from May 5th. TV adverts will feature the character Bill Lever and follow his story, while the ‘Believemobile’ will be touring the country on its journey from England to Germany.
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