Mars candy had seen its Halloween sales decrease for two straight years.
Reverse the declining sales trend and increase year over year candy sales.
Brand Slam Partner, Don Dixon, led a team to create The Mission from Mars, an integrated marketing concept based on a story line that Martians had lost their ability to make candy for their planet’s biggest holiday – Halloween. To resolve the problem the Martians launched a mission to earth to bring back earth’s finest candy. George Lucas’ company created the spaceship and the characters. Each package of Mars candy contained a secret Martian Code that could win the consumer One Million Zylarks (Martian Money) and a Halloween party that was out of this world! The campaign included road block TV spots on leading networks and websites, roving characters at major nationwide events, social media from the Martians, character visits to hospitals, mega displays in supermarkets and Martian character costumes available as mail-in premiums.
Don’s fully integrated promotional marketing campaign grew our Halloween business to unprecedented levels. The idea was pure genius.
YES! I’D LIKE A
FREE BRAND ASSESSMENT
Halloween sales increased by 20% and the campaign was repeated for three straight years with increasing sales every year.