Paramount+ Australia and Mars Wrigley Australia have announced a nationwide multi-channel promotion across M&M'S and MALTESERS packs. The promotion includes an engaging trivia challenge with instant-win offerings such as 30-day Paramount+ trial subscriptions for new customers and a grand prize of a VIP Hollywood experience for two.

The promotion will run from December 9, 2024, through to April 24, 2025, and is expected to reach millions of consumers through a strategic digital media campaign and high-impact packaging activation across 3.6 million Mars Wrigley Australia products. Dynamic point-of-sale displays at Coles and Woolworths will drive shopper engagement throughout the peak summer period of January and February 2025.

"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," said Louise Crompton, VP Marketing and Growth, Paramount+ Australia.

The 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. Paramount+ is a global digital subscription video streaming service from Paramount that features a mountain of premium entertainment for audiences of all ages.

"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," added Rod Prosser, Chief Sales Officer at Paramount Australia.

"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," concluded Ben Hill, CMO, Mars Wrigley Australia.

Mars Wrigley Australia is part of Mars, Incorporated and produces some of Australia's best-loved gum, mint and confections brands.