Mobile gaming promotion

Skittles is set to entertain its fans with a new on-pack promotion, telling avid gamers how to download new Fruit Ninja versus Skittles to their Smartphones for free.

The new and exclusive game, which launches in the UK next month, will be supported by a £2m through-the-line marketing investment, including bespoke OOH advertising, in-store activation and strong social media engagement.

The on-pack promotion will be available across Skittles 55g and 174g Fruit, Sours and Confused packs and represents the brand’s most exciting link up of all time. Highly addictive, global phenomenon Fruit Ninja already has a loyal following of 400 million users, with the aim of the game being to slice fruit, or in this case Skittles, with a blade controlled via a touch pad. This latest addition to the Fruit Ninja family builds on the existing game with exciting new and exclusive content created just for Skittles.

Hannah Collings, marketing manager of confections for Wrigley says: “Skittles fans want to be entertained and our new game not only delivers hours of fun, but also taps into the growing trend for on-the-go gaming, which is now the most popular activity carried out on a mobile phone. We understand our fans and with them spending up to 16 hours a week gaming on their phones, this is the perfect way to engage with them and simultaneously drive sales.”

The new Skittles branded version of the popular game will be available to anyone with access to a packet of Skittles and a Smartphone and can be downloaded by following instructions on pack. In addition to the on-pack mechanic, shoppers can also download the game by scanning a QR code on special point of sale material in selected stores.

For more information on the on-pack promotion, or to request point of sale material for your store or depot, please arrange a visit from your local Wrigley representative by calling 01752 752 094 or visiting www.wrigley.com/uk