M&M’s® Peanut Chocolate Candies Thrill Fans At 25th Annual Peach Drop In Atlanta With All-Star Performances And ‘One’ Sweet Surprise


WEBWIRE – Monday, January 06, 2014

The 25th Annual Peach Drop Powered By M&M’S® Peanut Chocolate Candies was one, big, nutty celebration. M&M’S Peanut rang in the “Year of Peanut” in Atlanta, Ga. – the official Peanut State – by ending the brand’s month-long search for the “The One” with an awe-inspiring reveal shortly after midnight. Following the traditional “Peach Drop” that sees an 800-pound illuminated peach descend down a 138-foot tower, a giant 18-foot M&M’S Peanut lentil at the top opened to reveal Yellow, a beloved character, who was deemed to be the one “lucky peanut” that has been sought-after in the recent online content series “Search for The One.”

“Atlanta was the perfect place to launch the ‘Year of Peanut,’ and it’s clear the crowd enjoyed all that M&M’S Peanut did to power this amazing event,” said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. “This event perfectly captured our passion for peanuts – in fact only 1 in 100 peanuts is lucky enough to find its way into a bag of M&M’S Peanut.”

With more than 100,000 in attendance, the brand wowed the crowd with peanutty flare. Acclaimed R&B songstress and Atlanta native Janelle Monáe pumped up the crowd with her energizing headlining performance. And actor and comedian David Koechner reminisced about his role as “The Peanutty Professor,” an eccentric explorer who spent his life searching for the perfect peanut, in the M&M’S Peanut online content series, “The Search for the One.” The culmination of Koechner’s “Search for The One” led him to Atlanta where Yellow is revealed as “The One.”

New Year’s Eve 2014 marked the official launch of M&M’S “Year of Peanut,” an innovative, year-long integrated marketing campaign to celebrate M&M’S Peanut – one of America’s favorite candies since 1954.

To see the reveal moment or find more information about M&M’S Peanut, visit www.facebook.com/mms. To learn more about the 25th Annual Peach Drop Powered by M&M’S® Peanut visit www.peachdrop.com. Peach Drop is an Underground Atlanta signature event.



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