DOVE® Ice Cream Serves-Up an "Adults-Only" Ice Cream Truck Experience

CHICAGO, July 28, 2011 /PRNewswire/ -- Shhh ... don't tell the kids.  Today, Mars Chocolate North America released the tour schedule for an "adults only," special edition DOVE® Ice Cream truck.  Film and dancing superstar Ralph Macchio will launch the tour in Chicago. Adults-only stops will also include Minneapolis and Baltimore.

"Most of us have vivid memories of the ice cream truck," said Craig Hall, General Manager, Mars Chocolate North America. "DOVE Ice Cream is all about enjoying the moment, so we created a one-of-a-kind ice cream truck to help adults relive their childhood, but in a truly decadent, grownup way."

This will not be your typical "I scream, you scream, we all scream" ice cream truck.  Gone is the tinny music and screaming customers.  For those 18 years or older, the DOVE® Ice Cream "Your Moment" truck will be stocked with decadently delicious and free DOVE Ice Cream Bars. It will also feature stress-busting activities for adults to take a moment from their hectic days.  

Free activities will include massages by licensed massage therapist, manicures and generation-appropriate music. Adults will also be able to take samples from a delectable "chocolate bar" featuring fresh fruit and DOVE® Brand Chocolate.

"The truck features grownup decadence at its finest," Hall added.  "And no one will have to chase the adults-only ice cream truck. It'll stop for everyone ... everyone 18 and older, that is."

For more information about the DOVE® Ice Cream "Your Moment" tour including tour stops and times, visit www.facebook.com/DoveIceCream.

About Mars Chocolate North America:

Mars Chocolate North America is the North American chocolate operations of 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 philosophy of a "mutuality of benefits" for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today.  Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience.  More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.

Mars brands include: Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA CO.™, KLIX® and FLAVIA®; Symbioscience –SERAMIS®, CIRKU™ and COCOAVIA™.

For more information, please visit www.mars.com.

SOURCE Mars Chocolate North America

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