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Social Promotion Uses Packaging to Bring Smiles to Nascar Fans

Specially packaged chocolates celebrate Nascar on-track appearance of No.18 M&M’S Messages Toyota Camry.

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WHEN MARS WRIGLEY WANTED a new way to connect with M&M’S racing champion, Kyle Busch, the packaged food company looked to the packaging of its M&M’s Messages chocolates. First launched in 2020, M&M’S Messages’ packaging features different expressions delivered by the iconic M&M’S spokescandies to help people connect and find humor in everyday life. The M&M’s Messages variegated packaging wraps some of the brand’s most popular flavors, including milk chocolate, peanut, peanut butter and caramel.

For the Nascar social promotion, Mars Wrigley is leveraging the packaging with its variety of messaging to give fans chances to win signed M&M’s racing merchandise. To enter the giveaway, fans can Tweet their favorite expression from one of the 28 different M&M’S Messages packs available, using the hashtag #MMSSweepstakes. The promotion, which opened March 16, 2021, and will close on March 28, 2021, aims to bring better moments and more smiles to the faces of M&M’S Racing and Kyle Busch fans across the country. As part of the promotion, select fans are randomly chosen to win signed M&M’S Racing hats and diecasts, in addition to the grand prize, which will be a signed piece of Kyle Busch’s No.18 M&M’S Toyota Camry.

The package design also has a multi-sensorial component. M&M’S Messages packaging, this year, include a code that can be scanned to access a curated M&M’S playlist on Spotify, bringing to life better moments and more smiles through the messages featured on-pack with the corresponding music to celebrate.

“What I love about the M&M’S brand is that they are always looking for ways to connect with and celebrate our fans in fun and interesting ways,” says Kyle Busch. “We’re huge fans of M&M’S Messages at home. We always enjoy seeing the fun and interesting phrases they have on the packs, where we can share a better moment and a smile.”

Allison Miazga-Bedrick, Mars Wrigley brand director, adds, “Mars Wrigley is dedicated to creating better moments and more smiles, and we hope that this promotion will help connect and celebrate the Nascar community.”

This year, Kyle Busch’s No.18 M&M’S Messages Toyota Camry features two very appropriate phrases, “Thanks for Being as Awesome as I Am” and “I’m Not Competitive I Just Hate Losing.”

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Linda Casey is the editor-in-chief of BXP.

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