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SOURCE Mars Chocolate North America
'Year of Peanut' Campaign Puts Yellow and M&M'S® Peanut on Track
HACKETTSTOWN, N.J., Feb. 21, 2014 /PRNewswire/ -- Between the mind-bending speeds, bumper to bumper action and hairpin turns, many observers would say the high-octane world of stock car racing is a little nuts. Now, for the start of the 2014 NASCAR Sprint Cup Series™ season, Mars Chocolate North America and M&M'S® Racing are taking the nuttiness of M&M'S Peanut in NASCAR® to new extremes by unveiling an M&M'S® Peanut-themed paint scheme for the No. 18 M&M'S® Toyota Camry on NASCAR'S biggest stage.
The eye-popping new design will pair "America's Favorite Nut" – M&M'S® Peanut spokescandy, Yellow – on the exterior of the car driven by one of the sport's most talented drivers, Kyle Busch. The paint scheme marks the first time Yellow has made a solo appearance on the No. 18 car.
"As a driver I'm not usually a fan of seeing the color yellow during the race, but this is definitely the exception to that rule," said Busch. "Yellow is America's Favorite Nut, and I love having him on the car since M&M'S® Peanut is my go-to snack at home or in the hauler."
"M&M'S® Peanut taking a lead position for us at the biggest race of the NASCAR 2014 racing season gives Kyle Busch fans – and Yellow fans – even more incentive to stand up and cheer," said Seth Klugherz, Senior Director, M&M'S® Chocolate Candies. "Just as there will only be one winner in victory lane, only 1 in 100 peanuts is lucky enough to make its way into a bag of M&M'S® Peanut."
The No. 18 M&M'S® Peanut Toyota is the latest exciting effort in the brand's "Year of Peanut" integrated marketing campaign, a yearlong effort to showcase the irresistibility of M&M'S® Peanut. The campaign has incorporated several exciting activations, including:
Yellow was first introduced along with M&M'S® Peanut in 1954. Since then, the irresistible chocolate-coated peanut has captured the hearts and "taste buds" of the nation, but he usually plays a supporting role to his best friend and fellow race fan, Red.
Fans can get in on all of the nuttiness of M&M'S® Peanut in NASCAR® at Facebook.com/mmsracing, and get up close and personal with Yellow on Twitter via the handle @mmsyellow.
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™ and WISDOM PANEL™.
For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars
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