Mars Wrigley Confectionery UK is launching The Sweetstake, a new on-pack promotion offering consumers the chance to win millions of prizes including free products and cash.

An adaptation of the classic fan tradition of “sweepstakes”, the unique promotion will run across 11 brands in singles, multi-pack and pouch packs. There will be 100 million promotional packs in the market from the 23rd of April in the lead up to and during the football this summer.

Every promotional pack purchased gives consumers entry to The Sweetstake and there will be over 700 different prizes. The Sweetstake gameplay scenarios available across the promotion. Shoppers will need to enter the unique code found inside the pack onto a microsite to see if they have won a prize if their gameplay scenario occurs. Each pack carries a 1 in 7.7 chance of winning prizes including cash prizes of £5, £20, £500 and £10,000 and also free products which are redeemable by coupons, driving shoppers back in store. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16th July).

Mars will be the official chocolate partner of the Mens England Football Team and impactful POS displays will be available featuring three famous players to capitalise on the nations support: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2 million media spend, including a TVC featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson. The promotion will also be supported by digital and live out of home media, so retailers can be assured that consumers will be making deliberate shopping trips in store to purchase the promotional SKUs. Don’t be caught offside this summer and make sure you play a great pass to retailers by ensuring you shelf plenty of these Mars Wrigley Confectionery UK SKUs.

There will be the option to choose from 10 blockbuster brands in the category, including: Mars Maltesers, Extra, Galaxy and M&M’s. Other blockbuster brands included in the promotion are Snickers, Twix, Revels, Skittles and Starburst.