Mars ice cream 1 in 6 summer promo

Mars Ice Cream is launching its first above-the-line ad campaign since 2007.

It is backing the ‘1 in 6 Chance Instant Win’ promotion that started in March with outdoor six-sheet posters at 1,300 sites close to impulse outlets, while in London the ads will feature on digital poster sites when the temperature and sun conditions are at their optimum for ice cream purchases. Mars said the campaign would reach half the UK population.

The promotion includes singles of Mars, Snickers, Bounty and Maltesers Teasers Ice Creams, and Mars and Snickers six-packs. It will run until the end of October, by which time more than 100,000 ice cream bars will have been given away, Mars said.

Sales of the Mars ice cream range were down 2.5% last year to £14.7m [IRI 52 w/e 3 January 2015].