Skittles has teamed up with Xbox to give consumers a taste for sugar confectionery and gaming this summer. 

The brand is running an on-pack promotion across all single packs and sharing pouches, giving fans the chance to win prizes such as Xbox consoles, games and three-day passes for online service Xbox Live Gold, with every bag sold. The promotion will run until the end of the year and is being supported by a £3m marketing campaign, including a tag on the end of Skittles’ current TV ad, which will air from July 28 for four weeks. 

 The link-up follows the brand’s successful Skittles vs. Fruit Ninja campaign last year. Hannah Collings, global acceleration manager at Wrigley, said a range of free PoS suitable for stores of all sizes will be available to retailers.  

 “We’ll be making a lot of noise about it in-store,” she added. “With Xbox’s credibility and the success of Skittles as a brand, retailers should ensure their range is well stocked to profit from the partnership. It will provide a great opportunity to drive incremental sales.”