Maltesers runs Britain's Got Talent competition

Maltesers is linking up with TV talent show Britain’s Got Talent for an on-pack promotion offering consumers the chance to win thousands of prizes including VIP tickets to the live shows.

The promotion follows the announcement that the Mars-owned brand is Britain’s Got Talent’s exclusive confectionery partner for 2014. It is the first time that Maltesers has partnered with the series.
Mars is planning a £1.95 million media support package for the partnership.

As part of the partnership, Maltesers will launch a limited edition flash-marked pack.

The packs will feature an exclusive promotion giving consumers the opportunity to win a range of money-can’t-buy prizes, including VIP tickets to the Britain’s Got Talent live shows and thousands of other prizes.

Maltesers’ digital activation will also offer the chance to win the ultimate Britain’s Got Talent House Party for family and friends.

Carrie Martin, retail excellence director, Mars Chocolate UK, says: “The Bitesize category has taken off over the last few years as more and more consumers switch that expensive big night out for a big night in with their friends and family. By pairing Britain’s Got Talent and Maltesers, we know that we can add something extra special to that important family time and offer the chance to win exclusive prizes, such as the ultimate Britain’s Got Talent House Party.”

The Maltesers brand is now worth £187.6m, with continued popularity of its longstanding lines including Maltesers and the Malteaster Bunny plus the launch of award-winning new products such as the Maltesers Teaser.

The Bitesize category has also enjoyed phenomenal success over the last few years, now worth £589m.
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