CAUTION: Eating A MILKY WAY® Could Be Distracting

Brand Returns to TV Advertising with "Sorry I Was Eating a MILKY WAY" Video Campaign

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Mar 31, 2015, 11:07 ET

HACKETTSTOWN, N.J., March 31, 2015 /PRNewswire/ -- Tattoo artists, lumberjacks and ship captains may not seem like they have much in common...yet they all fall prey to a deliciously engaging MILKY WAY® Bar.

Today, Mars Chocolate North America unveiled a new 15-second television spot as part of the "Sorry I Was Eating a MILKY WAY" campaign. The brand is returning to TV advertising for its core product for the first time in six years, with an extension of the popular print and digital "Sorry" campaign that originally launched in late 2012.

Word to the wise: Don't eat a MILKY WAY while parachuting. Or chopping down trees. Otherwise, you'll soon be saying, "Sorry, I was eating a MILKY WAY."

Three video spots in total were created by DDB Chicago, and position the delicious combination of caramel, chocolate and nougat found in a MILKY WAY® Bar as the ultimate distraction. The videos feature traditionally detail-focused professionals, like hair stylists, tattoo artists and ship captains, making comical mistakes while they're engrossed in enjoying their MILKY WAY® Bar.

"We're very excited to bring this powerful creative and overall campaign messaging to life in our return to television," said Allison Miazga-Bedrick, Director, MILKY WAY® Brand. "The new videos really capture the fully involved experience of eating a MILKY WAY®, so much so that all other details of the world around you no longer matter at that moment."

The new spots can be seen on the MILKY WAY® YouTube channel at http://bit.ly/MilkyWayYoutube and fans can find more information on Facebook at www.facebook.com/MilkyWay and Twitter at www.twitter.com/MilkyWay.

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 75,000 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®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® 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.

Video - http://youtu.be/WhIagtp-4fs

SOURCE Mars Chocolate North America