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    PHOTO GALLERY: M&M'S 75th Anniversary Celebration Begins

    "Celebrate with M" campaign kicks off.

    By Angela Hanson, Convenience Store News

    NEW YORK — Mars Chocolate North America began celebrating the 75th anniversary of M&M'S candy on March 3 with a special birthday reception in New York.

    CSNews Online was on hand at the event, which featured tours of the M&M'S spokescandies' personal bedrooms and a performance of "Candyman" by Grammy-winning artist Zedd and Grammy-nominated musician and songwriter Aloe Blacc. The song is a modern remake of Sammy Davis Jr.'s 1917 "The Candy Man" song. 

    While enjoying mixed drinks based on the M&M'S colors, attendees were invited to visit special listening stations and create their own remixes of "Candyman" using special candy pieces that corresponded to particular instruments.

    Although the M&M'S lineup of spokescandies were not in attendance, guests also got to visit their rooms, each of which was decorated to reflect their color and personality.

    "For 75 years, our fans have made M&M'S the iconic and beloved chocolate brand it is today," said Berta de Pablos-Barbier, vice president of marketing for Mars Chocolate North America. "We aren't satisfied with solely looking back on our history as America's favorite chocolate candies. We are looking to the next 75 years of innovation and transformation to engage, entice and excite consumers of today and tomorrow."

    The milestone celebration will continue long past this one-night event. In fact, it will carry on through the remainder of 2016.

    Mars Chocolate plans to launch the largest marketing campaign in the M&M'S brand's history: "Celebrate with M." The campaign will feature star-studded events, product innovation, iconic collaborations and unexpected partnerships that will cement the brand's place in pop culture history, according to the company.

    Fans are invited to follow the #CelebratewithM hashtag and M&M'S social media pages to take part in birthday surprises, exclusive access to one-of-a-kind experiences, the chance to determine the next M&M'S flavor, and more. 

    Click on the image above to view a photo gallery of the kickoff event.

    By Angela Hanson, Convenience Store News
    • About Angela Hanson Angela Hanson is associate editor for EnsembleIQ's Convenience Store News, where she is responsible for primary coverage of the candy, snacks and packaged beverages categories. Since joining CSNews as assistant editor in early 2011, she has played a key role in helping CSNews.com maintain its position as the No. 1 news source for the convenience store industry. Prior to joining CSNews, Hanson served as junior editor at Creative Homeowner book press and as managing editor of Anime Insider magazine. She has degrees in creative writing and visual communication technology from Bowling Green State University.

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