Mars UK is targeting women with a promotion for its Galaxy brand this month, encouraging them to make the most of the extra leap-year day.
Throughout February, it is giving away indulgent experiences such as shopping trips and spa breaks, urging women to “make the 29th a fabulous day full of indulgences”.
The promotion is running through competitions in women’s magazines and national newspapers and online. It is aimed at strengthening the brand’s positioning as a woman’s partner in indulgence.
It is supported with a £1.2 million ad campaign across TV, radio and press, all communicating a “Happy leap year, with love from Galaxy” message.
The PR activity includes Daily Mirror columnist Alex Curran offering women tips on how to brighten up the month of February.
Mars trade relations manager Bep Sandhu said: We hope that the leap year campaign will add a bit of spark to the month of February and encourage women to treat themselves on the 29th to the everyday indulgences they deserve.”