The Polish confectionary market is estimated to be worth 13 billion zlotys. Over 90 percent of Poles admit to buying sweets. For most consumers, they are a constant element of their diet. The confectionary market in Poland is characterised by fragmentation. In the face of such strong competition and the number of consumers, the owners of confectionary brands are forced to seek clients. At the same time, consumers are growing bored with traditional forms of marketing communication. This is counteracted with innovative forms of communication, which engage the consumer in a covert way, such as gamification and competitions. The aim of the article is to present various forms of using games and consumer contests in marketing communication with consumers of confectionery brands. The theoretical considerations were based on the subject literature. The empirical part presents examples of practical implementations of the discussed tools. The main part is a case study describing a gamification project implemented for the purposes of promoting the Milka brand.
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