The Odd Couple: Mars Drives M&M’S with NASCAR Program
If you’ve been wondering whatever happened to M&M’S between childhood-party goodie bags and focus-group snack-bowls, parent Mars Inc. has an answer. The small chocolate goodies have been hanging out at race tracks for the last 20 years, seeking to make a connection with a pocket of consumers, who, at first glance, would be unlikely snack hounds.
In 1990, Mars Snackfood US signed on as a sponsor of motorsport NASCAR. Nine years later, the M&M’S brand made its debut on the NASCAR oval with a branded car; the response...