News

M&M'S® Racing Goes Nutty in Daytona

The larger than life M&M'S Peanut Garage at the 2014 Daytona 500 fan experience.

DAYTONA BEACH, FL (February 21, 2014) – On Thursday, to help celebrate Year of Peanut and the start of the 2014 NASCAR Sprint Cup Series™, Mars Chocolate North America and M&M’S® Racing took the nuttiness of M&M’S Peanut in NASCAR® to new extremes by unveiling an M&M’S® Peanut-themed paint scheme on Kyle Busch’s No. 18 M&M’S® Toyota Camry.

The eye-popping new design paired “America’s Favorite Nut” – M&M’S® Peanut spokescandy, Yellow – on the exterior of Busch’s car. The M&M’S® Peanut Toyota is the latest initiative of the brand’s “Year of Peanut” marketing campaign, a yearlong effort to highlight the irresistibility of M&M’S® Peanut and America’s Favorite Nut - Yellow.

The campaign has incorporated several exciting activations, including:

  • a 45-second spot which aired during the first half of Super Bowl XLVIII on FOX – the third straight year the M&M'S® Brand has appeared during the Super Bowl
  • fully integrated push behind the Super Bowl XLVIII spot that included a witty trailer and social media campaign fueled by Yellow and his fellow M&M'S® spokescandies
  • a star-studded event on New Year's Eve in Atlanta – the nation's unofficial peanut capital
  • a humorous, award-winning online video series called the "Search for the One," which starred actor and comedian David Koechner as an eccentric explorer searching for the "perfect peanut"

Fans can get in on all of the nuttiness of M&M'S® Peanut in NASCAR® at Facebook.com/mmsracing, and get up close and personal with Yellow on Twitter via the handle @mmsyellow.