Celebrating Australia’s passion for premium content and bite-sized snacks, Paramount+ Australia and Mars Wrigley Australia are teaming up in a nationwide multi-channel promotion across M&M’S® and MALTESERS® packs, supported by strategic digital media and point of sale.
Through an engaging trivia challenge, the instant-win offerings include 30-day Paramount+ trial subscriptions for new customers to Paramount+ and one grand prize winner will experience the ultimate VIP Hollywood experience to Los Angeles for two, including luxury accommodation, a Paramount Studios VIP tour, red carpet premiere screening, Paramount store vouchers and spending money.
This promotion will run from December 9, 2024, through to April 24, 2025, reaching millions of consumers through a strategic digital media campaign and high-impact packaging activation across 3.6 million Mars Wrigley Australia products, including fan-favourite M&M’S® and MALTESERS® varieties. Dynamic point-of-sale displays at Coles and Woolworths will drive shopper engagement throughout the peak summer period of January and February 2025.
Louise Crompton, VP Marketing and Growth, Paramount+ Australia, said: “We’re thrilled to be extending our Paramount Australia partnership with Mars Wrigley Australia through this Paramount+ promotion. Streaming and snacking go hand-in-hand, so whether you’re enjoying a family movie night or watching your favourite drama, a sweet treat is the perfect companion to our mountain of entertainment.
“By offering an incredible Hollywood VIP experience and 30-day Paramount+ trials nationwide, we’re bringing together the best of both worlds: great content and great snacks.”
Rod Prosser, Chief Sales Officer at Paramount Australia, said: “Mars Wrigley Australia has an innovative mindset and is willing to push creative boundaries with Paramount Australia. Our partnership continues to evolve, expanding from successful free-to-air integrations – including the memorable M&M’S appearance alongside our Gogglebox families in 2021 – into streaming and retail touchpoints.
“This multi-channel marketing approach demonstrates Paramount’s unique ability to create integrated solutions that deliver measurable business outcomes while forging deeper connections between brands and audiences."
Ben Hill, CMO, Mars Wrigley Australia, said: “As bite-sized confectionery continues to dominate as Australia’s fastest-growing snack category, this partnership strengthens the existing relationship between Paramount’s comprehensive entertainment ecosystem and Mars Wrigley Australia. Paramount+ is an ideal partner as we create memorable moments where great content meets great snacks.”
This collaboration between Mars Wrigley Australia and Paramount+ Australia will continue to evolve throughout 2025, reinforcing M&M’s® and MALTESERS® position as the ultimate streaming snack companions.
