-- Movie title decals on the hood, trunk and TV panel;
-- An image of Indiana Jones with his iconic hat and whip on the left
rear panel; and
-- The M&M'S® Brand Red, Green and Yellow characters sporting various
Indiana Jones-themed outfits.
The M&M'S® Brand Racing team also plans to feature fun Indiana
Jones-themed activities for fans attending the Darlington race, giving
them a literal taste of the adventure.
Beware: The Tasty New Treat is Dangerously Delicious
The print advertising is an extension of the brand's "Inner M" equity
campaign which encourages Americans to find their fun side and embrace
their "Inner M." In the ad, the "Inner M" of Indiana Jones himself reveals
his fun, adventurous side as he fends off feisty cobras, mimicking the
famous "Well of the Souls" snake pit scene. The ad launched in the April 14
issues of In Touch, Entertainment Weekly, People Weekly, Rolling Stone,
Star, TV Guide, USA Weekend, US Weekly, Southern Living and Reader's
Digest.
Red and Yellow M&M'S® Head Off on an Adventure
Complementing the print campaign, animated commercials feature Red and
Yellow M&M'S® Brand characters in an Indiana Jones-inspired quest to
retrieve the M&M'S® Mint Crisp Chocolate Candies from a den of slithering
snakes. Red and Yellow swing from ropes down a deep cavern and find
themselves face to face with the venomous monsters. The clip includes the
original music and iconic visuals that pay tribute the Indiana Jones
movies.
Adventure-hungry consumers can also visit www.mms.com to embark on quests
of their own. There, fans can enjoy challenging games where they face
precarious situations full of vines, quicksand, snakes, flaming doors and
much more.
About M&M'S®
M&M'S® has been producing colourful chocolate fun for Americans since 1941.
There are more than eight permanent varieties of M&M'S® Chocolate Candies,
in addition to Seasonal Candies made for special occasions including
Easter, Holiday, Halloween and Valentine's Day. Customers seem to be most
passionate about the color found in each bag of M&M'S® Chocolate Candies.
Existing product lines include: M&M'S® Milk Chocolate Candies, M&M'S® Dark
Chocolate Candies, M&M'S® Peanut Chocolate Candies, M&M'S® Dark Chocolate
Peanut Candies, M&M'S® Almond Chocolate Candies, M&M'S® Peanut Butter
Chocolate Candies, M&M'S® Chocolate Mini Baking Bits, MY M&M'S® Milk
Chocolate Candies and M&M'S® MINIS® Milk Chocolate Candies. Please visit
mms.com
About Mars Snackfood US:
Mars Snackfood US is the United States snack operations of Mars North
America. With more than $7 billion in annual sales in the United States,
Mars North America includes food, snack and pet care segments, which are a
symbol of excellence for quality brands. Headquartered in Mount Olive,
N.J., Mars North America employs more than 12,000 associates in the United
States, with 54 facilities nationwide. Mars Snackfood US, headquartered in
Hackettstown, N.J., includes some of the world's favorite brands such as
DOVE® Brand Chocolate, M&M'S® Brand, MILKY WAY® Brand, SKITTLES® Brand,
SNICKERS® Brand, STARBURST® Brand, 3 MUSKETEERS® Brand, TWIX® Brand and
more. Additional popular brands in the petcare and food segments for Mars
North America include UNCLE BEN'S® Brand, PEDIGREE® Brand Food for Dogs,
and WHISKAS® Brand Food for Cats. Please visit www.mars.com.
Indiana Jones and related properties and character names are trademarks
and/or copyrights, in the United States and other countries, of Lucasfilm
Ltd. and/or its affiliates. TM & © 2008 Lucasfilm Ltd. All rights
reserved. All other trademarks and trade names are properties of their
respective owners.
To view this release online, go to
http://www.pwrnewmedia.com/2008/mms_040208/index.html.
Contact Information: Contacts: Ryan Bowling Mars Snackfood US 908.850.2396 - office 908.914.1702 - mobile Jennifer Kereiakes Weber Shandwick 312.988.2337 - office