$1 Million Treat

Building on the success of its Brand Halloween Promotion in 2007, Mars Snackfood U.S. is launching The Halloween Million Dollar Contest next month, a national sweepstakes that will treat one lucky person to a $1 million prize and award 20,000 other prizes as well.

Consumers can enter UPC codes from participating products at www.HalloweenMillion.com and be directed to the brand’s “room” in the Million Dollar Mansion on the Web site. Each room has “clickable” items that reveal instant-win messages for lucky consumers, the company said.

Instant-win prizes range from free product coupons to $1,000 M&M’s-branded VISA debit cards. Every participant is then entered in the sweepstakes for the $1 million grand prize.

While the 2007 Halloween Promotion featured only the M&M’s brand, The Halloween Million Dollar Contest will include seven brands from Mars Snackfood U.S., including M&M’s, Snickers, 3 Musketeers, Twix, Milky Way, Skittles and Starburst.

Mars said the Halloween Million Dollar Contest will be supported by an extensive advertising campaign, including television, print, radio and online. In-store merchandising opportunities include promotional display cases and promotional POP.

The contest runs from Aug. 15 to Oct. 31 this year and includes products sold in convenience stores, drug stores and grocery stores, as well as specialty and value retailers.

Mars is also offering Halloween-specific products this season, including:

  • M&M’s Cool Ghoul’s Mix: Adds festive color to any snack bowl. Colorful purple and electric-green will join the traditional black and orange M&M’s. Available in 45-ounce stand-up pouches, Cool Ghoul’s Mix is ideal for parties and decorations. They’re available in milk chocolate and peanut varieties.
  • Snickers Rockin’ Nut Road: Available in fun-size for Halloween, this new flavor is that “extra something special” to offer as snacks and treats during the season.
  • Skittles Chocolate Mix in fun-size: This format leverages the new product launch of the No. 1 sugar brand by offering itself in Trick or Treat and snack-size.
  • 3 Musketeers Dark Chocolate Mintin fun-size: This offers a lighter option for trick-or-treaters, since 90% of parents consume trick or treat items (according to NCA 2007).
  • Full-Size Singles in 10-packs: Ideal for seasonal snacking, lunches and trick or treat, this format includes Snickers and M&M’s and capitalizes on the trend identified by NCA in 2007, which said that 26% of households include full-size candy in their Halloween activities.
  • 26-ounce BIT TIME Variety Bag: These bags feature Skittles and Starburst fun-size packs and offer a convenient snacking and trick-or-treat item with the top sugar brands at a lower price.
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