Mars has struck a marketing deal for chocolate brand Galaxy with the upcoming Sex and the City movie.
The feature film adaptation of the HBO television series will be out in cinemas next month.
On pack promotion aimed at women and featuring prizes – including trips to New York and shoes – will support the launch and drive consumers to purchase, Mars said.
Limited edition Galaxy packaging, which has been redesigned to match the Sex and the City logo, will be introduced for an eight week period.
At a cost of GBP2.7m (US$5.32m), the marketing before the premier will capitalise on the pre-film hype.
Bep Sandhu, trade relations manager at Mars, said the promotion would allow Mars to “connect” with female consumers.
“The limited edition ‘hot pink’ packaging and on pack promotions will really engage our consumers. Sponsorship of what’s guaranteed to be the biggest female film of the year is a perfect fit for targeting our Galaxy audience,” he said.