From May through August 2016, Just Born will launch a limited edition Battle Blend mix of candies to coincide with the Warcraft movie, set for US release on June 10, 2016.
Keith Domalewski, director of marketing services at Just Born, told ConfectioneryNews: “The benefit for Mike and Ike and Hot Tamales is providing current consumers with the exciting and fun news of tying into a major summer film release and driving brand awareness and consideration to bring in new consumers.”
Just Born has previously partnered with Universal for Jurassic World and Minions-branded Mike & Ike and Peeps products.
The company’s Warcraft confectionery range will include on-pack QR codes that offer consumers the chance to win a trip to to ancient ruins—either Cancun to visit Mayan ruins or London to visit Stonehenge.
“It’s the first time these brands are using in-pack codes as a means to enter the promotion, which will increase engagement and encourage consumers to pick up additional boxes of candy,” said Domalewski.