Wrigley said the “Originals versus Sours” promotion calls on consumers to pick sides with superheroes Iron Man or Captain America before they face off in the film, due to hit theaters in May.
Under the program, which runs through July 31, consumers choose sides by buying original (Captain America) or sour (Iron Man) Wrigley products via in-store displays. They get the opportunity to receive a code for a complimentary movie ticket (up to a $10 value) after purchasing a total of five specially marked product packs.
Wrigley noted that the promotion features a cross-brand portfolio activation with gum and confections, including original and sour flavor varieties across several of its biggest brands, such as Skittles, Starburst, Juicy Fruit, Orbit and Eclipse.
The initiative also is supported with a 360-activation consisting of advertising, social media engagement, unique displays, shopper marketing support and a custom microsite (originalorsour.com) for tracking eligible purchases.