Between the mind-bending speeds, bumper to bumper action and hairpin turns, many observers would say the high-octane world of stock car racing is a little nuts. Now, for the start of the 2014 NASCAR Sprint Cup Series season, Mars Chocolate North America and M&M’S Racing are taking the nuttiness of M&M’s Peanut in NASCAR to new extremes by unveiling an M&M’S Peanut-themed paint scheme for the No. 18 M&M’S Toyota Camry on NASCAR’S biggest stage.
The eye-popping new design will pair “America’s Favorite Nut” – M&M’S Peanut spokescandy, Yellow – on the exterior of the car driven by one of the sport’s most talented drivers, Kyle Busch. The paint scheme marks the first time Yellow has made a solo appearance on the No. 18 car.
“As a driver I’m not usually a fan of seeing the color yellow during the race, but this is definitely the exception to that rule,” said Busch. “Yellow is America’s Favorite Nut, and I love having him on the car since M&M’S Peanut is my go-to snack at home or in the hauler.”
“M&M’S Peanut taking a lead position for us at the biggest race of the NASCAR 2014 racing season gives Kyle Busch fans – and Yellow fans – even more incentive to stand up and cheer,” said Seth Klugherz, Senior Director, M&M’S Chocolate Candies. “Just as there will only be one winner in victory lane, only 1 in 100 peanuts is lucky enough to make its way into a bag of M&M’S Peanut.”
The No. 18 M&M’S Peanut Toyota is the latest exciting effort in the brand’s “Year of Peanut” integrated marketing campaign, a yearlong effort to showcase the irresistibility of M&M’S Peanut. 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”
Yellow was first introduced along with M&M’S Peanut in 1954. Since then, the irresistible chocolate- coated peanut has captured the hearts and “taste buds” of the nation, but he usually plays a supporting role to his best friend and fellow race fan, Red.