M&M’S(R) Brand Launches Major Hispanic Marketing Campaign With Wilmer Valderrama and Christina Saralegui

Mars Snackfood US announced today a unique Hispanic advertising campaign for its M&M’S(R) Brand, which serves as an extension to its popular “Inner M” advertising campaign that includes personalities Wilmer Valderrama and Christina Saralegui. Just like past “Inner M” celebrities, both Valderrama and Saralegui will appear in print advertisements nationwide that demonstrate how they embrace the fun side of life and find their “Inner M.” The M&M’S(R) brand is further illustrating its commitment to the Hispanic community by sponsoring the 2008 ALMA Awards, a star-studded show celebrating the outstanding artistic achievements of Latinos in motion pictures, television and music.

Valderrama and Saralegui are the newest celebrities to join the brand’s “Inner M” ad campaign. Valderrama’s ad features a character replica of him as an M&M’S(R) chocolate candy surrounded by fans as he struts down the red carpet. It will appear in the July edition of People En Espanol, on stands through August 6. Hispanic talk show sensation Saralegui’s ad features her as a bright yellow lentil with matching pumps and a microphone in hand, and will debut October 6 in People En Espanol available through November 5. They join other well known personalities such as NASCAR driver Kyle Busch, Super Bowl commentators Howie Long and Jimmy Johnson, award season’s red carpet co-costs Lisa Rinna and Joey Fatone, and master griller Bobby Flay.

“We are excited to illustrate our commitment to the Hispanic community through our first ever Hispanic ‘Inner M’ campaign for M&M’S and as a sponsor of the ALMA Awards,” said Michele Kessler, vice president, marketing, Mars Snackfood US. “Wilmer Valderrama and Christina Saralegui are great brand ambassadors — they embrace life with passion and humor, and their ‘Inner M’ reflects those characteristics.”

Valderrama describes his “Inner M” as “rich in culture, flavor, and softness,” stating, “[I embrace it] by not ever forgetting who I am and what I am made of. And what I taste like on the inside … which I am sure is culturally delicious.”

You Too Can Live Like A Star
In conjunction with Valderrama’s ad launch, M&M’S(R) Brand is giving one lucky fan the chance to Live Like a Star at the National Council of La Raza (NCLR) ALMA Awards. The M&M’S(R) Brand Live Like a Star sweepstakes offers the grand prize of a trip for two to Los Angeles, California, to attend the 2008 ALMA Awards. The winner will receive VIP including the privilege of attending an ALMA rehearsal to mingle with the Hispanic culture’s biggest stars, walk the red carpet and attend pre- and post-event festivities. In addition to the grand prize, the sweepstakes includes first, second and third prizes, as well as 50 instant winners per week. The winner will be selected on July 21st.

Create Your Own “Inner M”
Consumers can create their own “Inner M” likeness at www.mms.com. At the heart of the site is the Character Creator which leverages cutting-edge technology to deliver an exciting user experience that will capture the imagination of M&M’S(R) fans everywhere. The Character Creator provides access to a wide variety of M&M’S(R) candy shapes, colors, hair, facial features and accessories creating millions of possible combinations to create “Inner M” likenesses. Fans can choose from about 27 million combinations of features that best show their inner fun – everything from body shape and color to facial features and eyewear. To find more details on M&M’S(R) chocolate candies and the Live Like a Star promotion visit www.mms.com .

About M&M’S(R)
M&M’S(R) has been producing colorful chocolate fun for Americans since 1941. There are more than eight permanent varieties of M&M’S(R) Chocolate Candies, in addition to Seasonal Candies made for special occasions including Easter, Holiday, Halloween and Valentine’s Day, as well as ice cream. Customers seem to be most passionate about the color found in each bag of M&M’S(R) Chocolate Candies. Existing product lines include: M&M’S(R) Milk Chocolate Candies, M&M’S(R) Dark Chocolate Candies, M&M’S(R) Peanut Chocolate Candies, M&M’S(R) Dark Chocolate Peanut Candies, M&M’S(R) Almond Chocolate Candies, M&M’S(R) Peanut Butter Chocolate Candies, M&M’S(R) Chocolate Mini Baking Bits, MY M&M’S(R) Milk Chocolate Candies and M&M’S(R) MINIS(R) Milk Chocolate Candies. Please visit mms.com

About Mars Snackfood US:
Mars Snackfood US is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars North America employs more than 12,000 associates in the United States, with 54 facilities nationwide. Mars Snackfood US includes some of the world’s favorite brands such as DOVE(R) Brand Chocolate, M&M’S(R) Brand, MILKY WAY(R) Brand, SKITTLES(R) Brand, SNICKERS(R) Brand, STARBURST(R) Brand, 3 MUSKETEERS(R) Brand, TWIX(R) Brand and more. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S(R) Brand, PEDIGREE(R) Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please visit mars.com“*

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