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HACKETTSTOWN, N.J. -- Love, like candy, can be irresistible. Acknowledging this simple fact, Mars Chocolate North America announced a partnership between its M&M'S brand and ABC's "The Bachelor," the Time Warner Horizon Television-produced hit relationship series.
The partnership is designed to raise the profile of the brand's M&M'S Peanut variety and centers on a unique relationship between this season's Bachelor, Juan Pablo Galavis, and M&M'S Peanut spokescandy, Yellow.
During commercial breaks, Yellow will be featured in four, 30-second video vignettes with Galavis and series host Chris Harrison. The trio will hang out in the show's iconic mansion, discuss women and bond over their shared experience of being irresistible, Mars Chocolate stated.
“This is the perfect partnership because both Yellow and ‘The Bachelor’ are irresistible,” said Seth Klugherz, senior director, M&M’S Chocolate Candies. “Yellow also knows a thing or two about worrying about being picked – in fact, only one in 100 peanuts is lucky enough to find their way into a bag of M&M’S Peanut.”
M&M'S will further support the partnership through print advertorials in People and US Weekly, and promote content on social media via a custom tab on M&M'S Facebook page, as well as Yellow's Twitter feed. Similarly, M&M'S branding will be featured on "The Bachelor" site section of ABC.com, as well as the show's Twitter feed @BachelorABC.
Yellow made his first appearance last night in a vignette aired during episode two of “The Bachelor.” The show airs Mondays on ABC at 8 p.m.