Mars Wrigley Microscale Visibility Campaign

Mars Wrigley, a global leader in the confectionery industry, launched a comprehensive visibility campaign for its Boomer brand across India. This initiative aimed to enhance brand visibility, drive consumer engagement, and ultimately boost sales through innovative POSM installations and captivating wall paintings. By targeting over 10,000 spoke outlets in 520 towns across 22 states, the campaign successfully increased brand awareness and generated significant sales revenue. This case study delves into the campaign’s objectives, execution, and results, highlighting its impact on the chewing gum market.

Objectives

Mars Wrigley launched a visibility campaign for its Boomer brand across India, targeting over 10,000 spoke outlets in 520 towns across 22 states. The goal was to enhance brand visibility, drive consumer engagement, and boost sales through innovative POSM installations and vibrant wall paintings.

Key Objectives

Enhance Visibility: Increase Boomer’s presence in key outlets.
Drive Engagement: Create memorable consumer experiences.
Expand Reach: Tap into new geographic markets.
Boost Sales: Increase product sales through visibility efforts.

Execution Highlights

POSM Installations: Over 64,000 POSM materials deployed.
Wall Paintings: 15,189 creative wall paintings executed.
Team Activation: Brand representatives engaged retailers and consumers to drive sales.

Results

Significant Sales Growth: Generated remarkable sales revenue.
Expanded Market Reach: Successfully penetrated diverse regions, enhancing brand visibility across India.

New Customers

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Towns Covered

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No. of Retailers Connected

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Total Sales

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