M&Ms Makes Race Day More Fun With New 5 Characters, 5 Cars Promotion

M&Ms 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&Ms 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&Ms 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.

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