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SYS-CON MEDIA Authors: Mike Kavis, Carmen Gonzalez, Elizabeth White, Pat Romanski, Liz McMillan

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M&M'S® And Joe Montana Bring Innovative Spin To 'Color Commentary'

Beloved Character Yellow Pairs with Super Bowl MVP to Deliver Content During Game Day

HACKETTSTOWN, N.J., Jan. 30, 2014 /PRNewswire/ -- Football color commentary just got a lot more colorful. With millions of fans expected to use social media as a "second screen" to enhance their Super Bowl XLVIII viewing experience, today Mars Chocolate North America announced an innovative plan to deliver fun, real-time social content to fans during the game featuring three-time Super Bowl MVP Joe Montana – plus America's Favorite Nut, M&M'S® Brand spokescandy Yellow.

Throughout the game, M&M'S will use social media platforms like Twitter, Facebook, Vine and Instagram to distribute colorful stop-motion video content and imagery – made with M&M'S Peanut lentils – that puts a unique visual spin on the plays, performances and pageantry of Super Bowl XLVIII.

But this isn't just another pretty picture (or Vine or Tweet or Instagram post). Rather, the content will be anchored by analysis from four-time Super Bowl champion Montana, plus humor from Yellow, who's starring in his first ever Big Game commercial this year. Together, their special brand of color commentary will continue all game long, reacting to the ebbs and flows of the action on the field and the conversation in users' feeds.

"Countless brands are going to spend Super Bowl Sunday waiting around for one moment to try to infiltrate conversation, but we wanted to do something different that enhances the viewing experience all game long with the irresistibility of M&M'S and the insights of a legend like Joe Montana," said Seth Klugherz, Senior Director, M&M'S Chocolate Candies. "We're not simply hoping to 'win the night' with a single post or tweet – we're hoping to bring a fresh take to the experience that's colorful and irresistible to deliver the great story about M&M'S Peanut that's truly worthy of a stage as big as Super Bowl XLVIII."

Yellow was first introduced along with M&M'S Peanut in 1954 but is taking center stage at the Big Game for the first time in a commercial created by BBDO New York. All month long, Yellow has taken a leading role in an expansive integrated campaign that has included: an original trailer for the Super Bowl XLVIII spot, a social content series starring actor and comedian David Koechner, and several other events and activations. The campaign focuses on the quality of the brand's peanuts, as only 1 in 100 peanuts is lucky enough to find their way into a bag of M&M'S Peanut.

To tune in and interact with M&M'S Peanut Color Commentary during Super Bowl XLVIII, fans and viewers should follow Yellow on Twitter via the handle @mmsyellow, as well as visit the official M&M'S Facebook page (www.facebook.com/mms).

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

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