Mullerlight on-pack campaign launched by Wax

Wax Communications has developed an on-pack promotion for Mullerlight that builds upon the company's 'Eat Happily Ever After' brand positioning as a feel-good healthy food choice.

The campaign offers consumers the opportunity to instantly win hundreds of New York City breaks, plus discount offers inside every promotional six-pack.

The promotion forms part of the GBP1.5m integrated campaign across television, web and in-store.

To enter, consumers can visit a dedicated website and enter their unique reference code found inside promotional packs of Mullerlight.

In addition, the promotion will give all participants a night out closer to home, with guaranteed discount offers inside every pack.

Consumers can choose one of three: 30 per cent off the food bill at Prezzo Italian restaurants, a free night's stay when you wine and dine at Ramada Jarvis hotels, and two-for-one Ceroc dance lessons.

To redeem one of these offers, consumers must present the promotional leaflet found inside packs on arrival at their venue.

The campaign is running in the UK and the Republic of Ireland.

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