M&M'S® Racing Goes Nuts in NASCAR® for 2014

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.

(Photo: http://photos.prnewswire.com/prnh/20140221/CG69224)

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:

• a 45-second spot which aired during the first half of Super Bowl XLVIII on FOX – the third straight year the M&M'S® Brand has appeared during the Super Bowl
• fully integrated push behind the Super Bowl XLVIII spot that included a witty trailer and social media campaign fueled by Yellow and his fellow M&M'S® spokescandies
• a star-studded event on New Year's Eve in Atlanta – the nation's unofficial peanut capital
• a humorous, award-winning online video series called the "Search for the One," which starred actor and comedian David Koechner as an eccentric explorer searching for the "perfect peanut"

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

SOURCE Mars Chocolate North America