May 2, 2008
NASCAR® Star Kyle Busch Celebrates His Birthday with M&M'S® Candies and Finds His "Inner M"
Busch Shows Fans How to Find Their Fun Side This Race Season
HACKETTSTOWN, N.J. (May 2, 2008) - Mars Snackfood US announced today it is presenting NASCAR's hottest young driver, Kyle Busch, with a unique gift to help him celebrate his 23rd birthday – his own "Inner M" print advertisement. Busch is the latest celebrity to join the brand's "Inner M" ad campaign which illustrates how those who've found the M&M'S® chocolate candy inside themselves embrace the fun side of life. The brand also presented Busch with a giant 3-D birthday cake of his "Inner M" today at Richmond International Raceway.
"We are excited to unveil Busch's new 'Inner M' ad and celebrate his birthday," said Michele Kessler, vice president, marketing, Mars Snackfood US. "Kyle has an adventurous, unwavering spirit and his 'Inner M' reflects those characteristics."
Busch's first ad appeared in today's edition of the Richmond Times-Dispatch and additional ads will appear in People Weekly, Entertainment Weekly, Sports Illustrated, Soap Opera Weekly, and TV Guide.
"My 'Inner M' is the fun-loving, chill side of me, and the side of me that likes to relax with friends," said Busch.
M&M'S® Racing is Always in the Groove
Kyle Busch started off the 2008 NASCAR Sprint Cup Series with a new team (Joe Gibbs Racing) and sponsor (M&M'S® Brand, the official chocolate of NASCAR) driving the No. 18 M&M'S® Toyota Camry. Since the first green flag waved, Busch has made his presence known in the Sprint Cup Series – winning the Kobalt Tools 500 in Atlanta, Ga. on March 9, the Aaron's 499 in Talladega, Ala. this past Sunday and securing five top five finishes. Considering the season is still young, it should be a sweet year for Busch and M&M'S® Racing.
Create Your Own "Inner M"
Consumers can create their own "Inner M" likeness at www.mms.com. At the heart of the site is the Character Creator which leverages cutting-edge technology to deliver an exciting user experience that will capture the imagination of M&M'S® fans everywhere. The Character Creator provides access to a wide variety of M&M'S® candy shapes, colors, hair, facial features and accessories creating millions of possible combinations to create "Inner M" likenesses. Fans can choose from about 27 million combinations of features that best show their inner fun – everything from body shape and color to facial features and eyewear.
To find more details on M&M'S® chocolate candies plus other fun NASCAR tips and tools, visit www.mms.com.
About M&M'S®, America's Favorite Candy:
M&M'S®, America's favorite candy, has been producing colorful chocolate fun for Americans since 1941. There are 10 permanent varieties of M&M'S® Candies, and then 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 Candies. Existing product lines includes: M&M'S® Milk Chocolate Candies, M&M'S® Peanut Chocolate 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.
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.