Friday, May 8, 2009

Mars Unveils the Real Chocolate Relief Act

(BUSINESS WIRE)--Americans could use some relief and are looking for reasons to smile. To help, Mars Snackfood US announced today the creation of the Mars Real Chocolate Relief Act™, a nationwide effort to bring sweet smiles to millions of Americans via free, full-sized samples of Mars real chocolate, product discounts and coupons along with the proclamation of Free Chocolate Fridays™. Now through September, Mars will give away as many as seven million full-size packages of its M&M’S®, SNICKERS®, MILKY WAY®, TWIX®, DOVE®, and 3 MUSKETEERS® brand chocolate in the United States.

TGIFCF!

As part of the campaign, every week through the end of September, Mars will give away a quarter-of-a- million full-size packages of real chocolate on Free Chocolate Fridays. Americans can claim one of 250,000 full-value coupons each Friday beginning on May 8 at 9 a.m. EST by visiting RealChocolate.com. Coupons, which will be mailed to consumers, will be distributed on a first-come, first-serve basis and are redeemable for any full-size Mars real chocolate product. The coupons will be limited to one per person, per week.

"Brands like M&M'S, SNICKERS, DOVE Chocolate, TWIX, Milky Way and 3 MUSKETEERS are loved by Americans," said Michele Kessler, vice president, Mars Snackfood US. "That's why we've created the Mars Real Chocolate Relief Act. It's our way of giving Americans a small treat during challenging times."

A Commitment to Being Real

Another reason for people to smile is that Mars remains committed to its industry-leading stance of using only 100 percent cocoa butter in its U.S. chocolate products, even in this challenging environment. As a privately-held company, Mars has the freedom to invest in the highest quality, real, authentic chocolate.

"Mars Snackfood US chocolate brands do not compromise on the purity and authenticity of chocolate by diluting it with a cocoa butter substitute," Kessler added. "Remember, if it's Mars, it's real chocolate."

Mars Helps NYC Score Some Real Chocolate Relief

Today, Mars kicked off this effort by spreading sweet smiles to more than 1 million Americans:

* In New York City, Neil Patrick Harris joined spokescandies Red and Yellow and Mars associates to announce Free Chocolate Fridays and hand out nearly 20,000 packages of candy outside of the M&M’S WORLD® store in midtown Manhattan.

“America could use a reason to smile right now,” said Neil Patrick Harris. “From New York City to Hollywood, I want to invite everyone to come down to M&M’S World in Manhattan today and help Mars and me introduce the Real Chocolate Relief Act. If you can’t make it, please go to RealChocolate.com and help spread the word about Free Chocolate Fridays. We want as many people to enjoy some sweet relief as possible.”

* Similar events, including distribution of full-sized packages of candy, were also held at the M&M’S World stores in Las Vegas and Orlando.
* A full-page print ad appeared in today’s edition of the USA Today that featured a full-value coupon for any Mars real chocolate product.

To learn more about the Real Chocolate Relief Act™, Free Chocolate Fridays™ or Mars’ commitment to real chocolate, visit www.RealChocolate.com.

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