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    Transformers-themed M&M's, Snickers Unveiled

    Mars partners with Dreamworks, Paramount Pictures for summer promotion.

    HACKETTSTOWN, N.J. -- Mars Snackfood US is offering limited-edition M&M’S Strawberried Peanut Butter Chocolate Candies and Snickers Nougabot Bar to celebrate the June 24, release of "Transformers: Revenge of the Fallen" from DreamWorks Pictures and Paramount Pictures, in association with Hasbro Inc.
    M&M's and Snickers fans can pick up the products through July at food, drug, mass and convenience outlets.

    The candy and snack maker is rolling out a "Transformers: Revenge of the Fallen" marketing campaign in support of the limited-edition products. Action film director Michael Bay is putting his signature touch on a television commercial in which animated M&M's characters "Red” and “Yellow" team up with the Autobot Optimus Prime to deliver the M&M's Strawberried Peanut Butter Chocolate Candies to stores around the country. The commercial will debut June 1, 2009.

    Michael Bay will become an M&M’s character for a new "Inner M" print ad to be featured in June issues of Entertainment Weekly, US Weekly and USA Weekend. The print advertising is an extension of the brand’s "Inner M" equity campaign, which encourages Americans to find their fun side and embrace their "Inner M."

    Consumers will be able to join "Red," "Yellow" and other "Transformers: Revenge of the Fallen" characters on a digital scavenger adventure on www.mms.com, as well as other sites throughout the Web, beginning May 19, 2009.

    Also, Kyle Busch’s No. 18 M&M's car in the NASCAR Sprint Cup Series will sport a special "Transformers: Revenge of the Fallen" paint scheme during the June 21, 2009, race at Infineon Raceway, where Busch took the checkered flag last year. The special paint scheme features movie title decals on the hood, trunk and TV panel and the "Red," "Green" and "Yellow" characters modified to resemble "Transformers: Revenge of the Fallen" characters.

    "M&M’s Chocolate Candies have always been a favorite movie-watching treat and aligning ourselves with one of the most-anticipated films of the summer is a perfect match," said Michele Kessler, vice president of marketing for Mars Snackfood US.

    "This campaign is a great way to build even more excitement about the new installment of the 'Transformers' movie franchise with consumers everywhere—from the grocery store, on their computer screens and even at the racetrack," commented LeeAnne Stables, executive vice president of worldwide marketing partnerships for Paramount Pictures.

    The M&M’s Strawberried Peanut Butter Chocolate Candies feature smooth peanut butter and sweet strawberry flavor surrounded by a colorful M&M'S candy shell. They are offered in single (1.4 ounces) and medium bags (11.4 ounces) and retail for 79 cents and $3.49, respectively.

    The limited-edition flavor, along with traditional M&M’s Chocolate Candies, are available in seven limited-edition collector packs featuring images of Transformer characters.

    The limited-edition Snickers Nougabot Bar with bright yellow nougat and dark caramel resembles the colorings of Autobot Bumblebee. The packaging includes images of the Bumblebee character as well as "Transformers: Revenge of the Fallen” movie and Snickers candy trivia. The Snickers Nougabot is available nationwide in singles for 79 cents.

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