Table of Contents  Executive Summary  Consumer Insights and Actions  Fixed Moments Highlights  FC Program Details  IC Program Details  Marketing Support  Advertising and Consumer Promotions  Item Range  Merchandising Insights  Recommended Displays  Point of Sale Materials

SOURCE: MRSI Database, Bases Snapshot, LOT Test 2009, I-coummunity Qualitative Executive Summary PerformanceLast OrderFirst DeliveryLast Delivery 8/10/14-10/5/149/12/147/15/149/19/14 Program Highlights: 1.As the official chocolate of the NFL®, SNICKERS® and MARS ® Chocolate brands will once again team up with the National Football League to leverage the passion around the NFL that enhances in-store presence and maximize off-take! 2.New innovative packs and display leverage the passion consumers have for America’s #1 sport! 3.Compelling Text to Win offer and relevant NFL overlay motivates consumers to purchase, with SNICKERS® positioned as the perfect addition for Game Day Satisfaction

The NFL is America’s favorite sport with over 185 million fans (NFL record) and more avid fans than any other sport Almost 223 million Americans watched the NFL season NFL Fans spent over 205 hours engaged with the NFL during the season NFL ratings/viewership continue to dominate the fragmented TV landscape The NFL continues to lead all sports brands, strengthening its position and brand equity The NFL shield resonates with consumers NFL partners view the NFL as a long-term strategic investment The Power of the NFL

5 Chocolate Associated With NFL 1 NFL ESPN SPORTSP 32 Mars SRI Research Aug 2012 OLL 2012 There are over 180 million NFL fans and nearly half of all consumers have tried a product because it was an NFL sponsor 1 Consumers are connecting SNICKERS® and M&Ms ® as NFL Sponsors! 2 Consumer Insights behind the NFL Sponsorship NFL cited more than twice as much as MLB

Consumers are looking for NFL related-cues in-store -this drive impulse purchases and incremental basket ring! 1 Utilize Mars Chocolate NFL Displays to incent purchase and drive engagement! Attitudes Towards NFL Related Themes Strongly/Somewhat Agree 2 NFL-theme display and packaging are key to driving purchase! 1 Mars Snackfood SRI NFL Shopper MOM Study 2011; 1

Shopper moms are spending at least $20 on average for game day snacks They are buying traditional snacks such as Chips and soda more than candy – a great opportunity to display together to drive purchase and increase basket ring! Shopper Moms are spending for game day! 1 Mars Snackfood SRI NFL Shopper MOM Study 2011; 1 How Much Are Shopper Moms Spending On Game Day Snacks 1 What type of Game Day Snacks are Shopper Moms Buying 1

1 RI Panel Report Source: Nielsen N*Power 3 Mars Snackfood Party Snacks Exploration 4 Source: Experian-Simmons-OneView, Spring 2012 NHCS Adult Survey 12-Month, Base: P18+ The Event, Usage Occasion and Category are a fit with consumers!

Fixed Moment Highlights! 1.SNICKERS® and MARS® chocolate are giving away 1,000 prizes every week as part of the NFL Program 1.Joint partnership with EA Sports and XBOX 2.SNICKERS®, TWIX®, 3 MUSKETEERS ®, and MILKY WAY® Bites innovation! 3.New SNICKERS® NFL Minis in laydown bag format 4.News America In Store Media Support The 2014 SNICKERS® NFL Program is bigger and better than ever, and will drive deeper penetration in store!

Future Consumption Program Details 1 Mars Snackfood Party Snacks Exploration, July Sequoia Inc. price impact models from 2011 IRI data Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the event for dessert 1. The Mars NFL program will look to engage consumers on a weekly basis and incent them to make our iconic chocolate brands part of their game day ritual! TEXT TO WIN 1 Million PRIZES (On FC Displays) Incents consumers with a chance to win 1 of 1 million prizes – including valuable Coupons for MARS products to drive return purchase.

Immediate Consumption Program Details The Mars NFL program will utilize a two-pronged value offer incenting consumers to make Mars iconic chocolate brands part of their impulse basket ring! Consumers can text to win 1,000’s of Weekly Prizes from the SNICKERS® Brand! In addition, to further stimulate consumer purchase, select IC displays will ship with a coupon tear pads pre-assembled on the display. Tear pad offers will be $0.50 off 2 Tear Pad Information: TEXT TO WIN 1,000’s Weekly PRIZES (On IC Displays) Incents consumers with a chance to win 1000,s of weekly prizes during the season

Text to Win Program Details Consumers will be encouraged to text ‘SNICKERS’ to to instantly receive E-coupons as well as be automatically entered into the instant-win sweepstakes:  E-Coupons: 250,000 $0.50 off Mars Chocolate Immediate Consumption Products  20,000 Prizes: NFL Season Tickets XBOX Systems EA SPORTS GAMES / MADDEN SNICKERS® Brand Singles Product Header Card on all Game Day Satisfaction displays

Marketing Support The SNICKERS® NFL Program will be backed with a $29MM marketing investment in support including television (SNICKERS® Core spot), Online, Print, Social, Radio, and Consumer Promotions!

Marketing Support TV support will run for 18 weeks during the NFL season; with full print and online support throughout the entire season

SNICKERS® Brand Team MINIS 19.5 oz. 12 Count Case ZREP: Item Range New Snickers NFL Team Minis are perfect for Game Day Snacking! SNICKERS® Brand Peanut Butter Squared Team MINIS 19.5 oz. 12 Count Case ZREP:287045

SNICKERS® Brand Team MINIS Quarter Pallet 120 Ct. ZREP: Item # Pallet Contains: 90 Ct. SNICKERS® Brand NFL Team Miniatures, 19.5 oz. 30 Ct. SNICKERS® Brand Peanut Butter Squared NFL team Miniatures, 19.5 oz. Recommended Displays 47.36” 24.02” 20” 11” 17”

SNICKERS® Brand 2-To-Go Split Pallet 720 Ct. Item # ZREP: Ct. SNICKERS ® Brand 2-To-Go Bars 192 Ct. SNICKERS ® Brand Almond Bars 2-To-Go Bars 144 Ct. SNICKERS ® Brand Peanut Butter Squared Bars 4-To-Go Recommended Displays ” 24”40”

SNICKERS ® 2-To-Go Powerwing w/ Tear Pad 192 Ct. ZREP: # Item # M Power wing contains: 192 Ct. SNICKERS ® Bar 2-To- Go, 3.29 oz. Recommended Displays 42.25” 13.5” 17.38”

Recommended Displays Mixed Miniatures Quarter Pallet 160 Ct. ZREP: Item # Pallet Contains: 48 Ct. SNICKERS Brand MINIS, 11.5 oz. 48 Ct. MINIS MIX™, 10.5 oz. 32 Ct. SNICKERS Brand MINIS MIX, 10.5 oz. 32 Ct. SNICKERS Brand Peanut Butter Squared MINIS, 11.50z ” 20” 17” 24” 11”

Mixed Sharing Size Quarter Pallet w/ Tear Pad 360 Ct. ZREP: Item # Pallet contains: 120 Ct. SNICKERS ® Bar 2-To-Go, 3.29 oz. 72 Ct. M&M’S ® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz. 72 Ct. TWIX ® Caramel Cookie Bars 4-To-Go, 3.02 oz. 48 Ct. M&M’S ® Brand Milk Chocolate Candies Sharing Size, 3.14 oz. 48 ct. MILKY WAY ® Bars 2-To-Go, 3.63 oz. Recommended Displays 44.25” 20” 24”

Mixed Bites Sharing Size Powerwing w/ Tear Pad 144 Ct. ZREP: Item # Power wing contains: 48 Ct. SNICKERS ® Brand Bites, 2.83 oz. 48 Ct. MILKY WAY® Brand Bites, 2.83 oz. 24 Ct. SNICKERS ® Bar 2-To- Go, 3.29 oz. 24 Ct. MILKY WAY® 2-To-Go Bars, 3.63 oz. Recommended Displays 47.36” 6.61” 13.31”

Recommended Displays M&M’S® Brand Mixed Quarter Pallet 288 Ct. ZREP: Item # Pallet Contains: 144 Ct. M&M’S® Brand Peanut Chocolate Candies, 12.6 oz. 72 Ct. M&M’S® Brand Milk Chocolate Candies, 12.6 oz. 72 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 11.4 oz. 48” 24” 20” 11” 17”

Mixed Bites SUP Quarter Pallet 180 Ct. ZREP: Item # Pallet contains: 72Ct. SNICKERS ® Brand Bites 8.0 oz. 72Ct. TWIX ® Brand Bites 7.0 oz. 36 Ct. MILKY WAY® Brand Bites, 7.0 oz. Recommended Displays 42.52” 24.02” 20” 11” 17”

Mixed Filled Bar Quarter Pallet 156 Ct. ZREP: Item # Pallet Contains: 48 Ct. SNICKERS ® Brand Miniatures 11.5 oz. 32 Ct. SNICKERS ® Brand MINIS MIX™ 10.5 oz. 32 Ct. MINIS MIX™ 10.5 oz. 16 Ct. TWIX ® Brand Miniatures 11.5 oz. 16 Ct. MILKY WAY ® Brand Miniatures 11.5 oz. 12 Ct. 3 MUSKETEERS® Brand Miniatures 10 oz. Recommended Displays 47.5” 24” 20” 11” 17”

Recommended Everyday Displays M&M'S® Brand Milk Chocolate Medium Bag DRC 36 Ct. ZREP: Item # M M&M'S® Brand Peanut Chocolate Candies Medium Bag DRC 36 Ct. ZREP: Item # M ” 11.53” 10.84” 11” 18” 11.88”

Recommended Everyday Displays M&M'S® Brand Sharing Size Counter Unit 48 Ct. 2/CA ZREP: Item # Counter Unit Contains: 24 Ct. M&M’S ® Brand Milk Chocolate Candies Sharing Size, 3.14 oz. 24 Ct. M&M’S ® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz ” 13.75” 9.13” Mixed Sharing Size Counter Unit 48 Ct. (2/CA) ZREP: Item # M Counter Unit Contains: 24 Ct. M&M’S Brand Peanut Chocolate Candies, 3.27 oz. 24 Ct. SNICKERS ® Bar 2-To-Go, 3.29 oz ” 15.43” 9.13”

27 Merchandising Insights Confectionery is the most responsive to quality merchandising, indexing at 153% Confectionery is an Impulsive category, 83% of purchases being unplanned 79% of shoppers said they had been tempted to buy confection at the spur of the moment Use displays to tempt by making chocolate more mentally available in-store 98% of shoppers cover less than half the store. Placing confectionery in high traffic locations such as lobby, perimeter and front end cap can drive incremental sales by capturing “impulse” purchases. (Lifts range from 12.6% to 55.8%) Focus on future consumption in lobby when shoppers are purchasing for others and immediate consumption on perimeter for the greatest lift Arrival (lobby) and departure (front end) are crucial points of display, 100% of shoppers making a purchase MUST pass through these areas. Place with Game Day solutions Chips/Soda etc for maximum impact

The C-STORE CHECKOUT yields the highest lift. FLOOR displays can elicit FAST, IMPULSE purchase and INCREASE basket – Merchandise NEAR categories with high interaction Source: cciPanel, Dec 11/Jan 12 1,302 panelists, 18+ years of Candy purchases are part of a multi-item basket 3 Best Practice Floor Display Location 1.Cold Vault 2.Salty Snack 3.Disp. Hot Beverages / Food Service

Point of Sale Materials Cling Balloon Mod-Pod The following point of sale materials will be available in support of Super Bowl Detailed Item numbers to be provided by July 1 : Dangler CCU

Point of Sale Materials Dump Bin with Changing Header Pop up floor stands (large and small) The following point of sale materials will be available in support of Super Bowl Detailed Item numbers to be provided by July 1 :

Giants- NFL12S001 Cowboys- NFL12S002Texans - NFL12S003Falcons - NFL12S004 Bears- NFL12S005 Bengals- NFL12S006Colts- NFL12S007 Patriots - NFL12S009 Steelers - NFL12S010 Saints - NFL12S011 Superbowl - NFL12S012 Stickers Available for Application on Dump Bins Point of Sale Materials