M&M'S® Makes Race Day More Fun With New 5 Characters, 5 Cars Promotion

HACKETTSTOWN, N.J., June 15, 2011 /PRNewswire/ -- M&M'S® fans, start your engines! Mars Chocolate North America announced today that it is revving up race day excitement among all consumers with the launch of the 5 Characters, 5 Cars...Pick the Car You Want! promotion. Consumers will purchase participating M&M'S® items from specially marked displays in stores and enter a UPC code online for their chance to win one of five Toyota models from the sweepstakes drawing.

Each car is aligned with a different fun-loving M&M'S® Character: Red with the Toyota Tundra, Yellow with the FJ Cruiser, Green with the Camry, Orange with the Prius and Blue with the 4Runner – as consumers enter the sweepstakes, they will choose which of the five cars they would like to be eligible to win. With each sweepstakes entry, consumers also have a chance to instantly win additional prizes including NASCAR® merchandise, gas cards and cash.

"As 'The Official Chocolate of NASCAR,' we take pride in connecting with race fans to Make Race Day More Fun, and this promotion allows our consumers to combine the things they love the most –M&M'S, driving and winning," explained Debra A. Sandler, Chief Consumer Officer at Mars Chocolate North America. "We're thrilled to launch this promotion with Toyota to further elevate our commitment to NASCAR and the most dedicated fans in sports."

The promotion kicks-off on June 15 and consumers will be able to enter to win through the end of the year and will be supported through a dedicated 360 marketing approach including print, broadcast, online, social media and in-store programs allowing fans full visibility and opportunities to win.

M&M'S PUTS NASCAR® PUSH IN FAST LANE

M&M'S® and NASCAR® have long been a winning team and the 5 Characters, 5 Cars...Pick the Car You Want! promotion is just one of many new initiatives Mars is taking in 2011. Other firsts this year include the first-ever M&M'S NASCAR® television commercial featuring Red, Yellow and Kyle Busch; first-ever television advertising during NASCAR® races with an M&M'S® NASCAR® spot running throughout the season; the first-ever NASCAR® national FSI and the introduction of a new, dedicated tagline, "M&M'S® Makes Race Day More Fun," which is being showcased throughout the season and connects consumers with the fun they experience both on and off the track.

For more information on the M&M'S® NASCAR® partnership, the 5 Characters, 5 Cars...Pick the Car You Want! promotion and for your chance to enter, please visit www.mms.com/us/racing or www.facebook.com/mmsracing.

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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