SELLING STORY

 Executive Summary  Consumer Target, Trends & Insights  Segment Opportunity  Program Details  Marketing Support  Merchandising Insights  Recommended Displays Table of Contents

Why NASCAR? NASCAR is the #1 spectator sport in America, drawing a large and geographically diverse audience throughout the year. NASCAR fans consume more snacks than non-fans and their purchase decisions are highly influenced by sponsorship of their sport. Why Mars? As the official chocolates of NASCAR, M&M’S, SNICKERS, MILKY WAY, 3MUSKETEERS and TWIX are sought and chosen by fans for their everyday, and race day snacking needs. M&M’S are the #1 mentioned sweet snack consumed by fans on race day. Why 2014 Mars NASCAR Program is Perfect for You! In 2014, Mars NASCAR Program continues to be “Race Day is Better with M” to remind fans how M&M’S® makes race day better – adding colorful chocolate fun to race day whether fans are at home or at the track. A range of displays offered to meet the snacking needs of NASCAR fans, including both IC and FC displays. Continued POP and consumer competitions will drive excitement and traffic in store and incent purchase. Continued support for the brand with core commercials during select NASCAR races Executive Summary

#1 spectator sport in the US! #1 sport in fan brand loyalty to Sponsors! Source: Turnkey Sports & Entertainment (results as of November 2013 and published by individual sport in Sports Business Journal). Ipsos, Neilson, NASCAR Brand Tracker (2012), Sri Amplification Study. Source: Performance Research (February 2012) Nearly 6 million fans tune in to watch each NASCAR Sprint Cup Series Race 81% of avid fans respond to POP with NASCAR branding

Why NASCAR? NASCAR is the #1 spectator sport in America – An average of approximately 100,000 fans attend each NASCAR Sprint Cup Series event – According to various independent economic studies, on average, each NASCAR Sprint Cup Series race adds nearly $150 million to local and regional economies NASCAR is the #1 sport in fan brand loyalty – 76% of avid fans are more likely to consider trying a product/service if that product/service is an official sponsor of NASCAR – 78% of avid fans are more likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of NASCAR NASCAR is the #2-rated regular-season sport on television – 70 million unique viewers tuned in to the NASCAR Sprint Cup Series (NSCS) in 2013 – The NSCS averaged 5.8 million viewers tuned in per event in 2013 NASCAR has broad fan demographics – Gender: 63% male / 37% female – Age: 45% of NASCAR fans are 18‐44 (96 index vs. U.S. pop) – Income: 54% of NASCAR fans earn $50,000+ (104 index vs. U.S. pop) – Family: 38% of NASCAR fans have children under the age of 18 (97 index vs. U.S. pop) – Geographic regions: NASCAR fans live in regions that mirror the U.S. population Top 5largest NASCAR markets based on household viewership in 2013 were Los Angeles, Tampa, Charlotte, New York, and Orlando Top 5 rated NASCAR markets in 2013 were Greensboro (10.2), Greenville (9.8), Charlotte (8.3), Richmond (7.6), and Norfolk (7.4) – Minorities: 1 out of 5 NASCAR fans is multicultural and the NASCAR Sprint Cup Series was up +40% among Hispanic viewers (English Broadcast) in 2013 NASCAR Fans respond to POP with NASCAR branding – 62% of fans indicated that M&M’S POP with NASCAR branding is more likely to grab their attention – 84% of avid fans indicate that NASCAR branded POP would have an impact on their likelihood to purchase 6 Source: Turnkey Sports & Entertainment (results as of November 2013 and published by individual sport in Sports Business Journal). Ipsos, Neilson, NASCAR Brand Tracker (2012), Sri Amplification Study. Source: Performance Research (February 2012) Mars Success in NASCAR

Consumer Insights & Implications Over 70% of NASCAR fans state that sponsoring NASCAR is a strong influence on their purchase decisions. NASCAR fans recall and purchase sponsor brands more than fans of any other sport. Fans seek and purchase brands that support NASCAR. MARS invests to drive awareness and recall among fans so it translates to off-take in store. 8

Consumer Insights & Implications NASCAR fans make more trips to purchase snacks and candy than non-fans When watching at home, fans mostly consume what is on hand NASCAR fans are on-the-go much more so than non-fans Interrupt trips with off-shelf displays to keep MARS NASCAR products top of mind on fan trips. It’s important to display product for pantry-load trips It’s critical to have immediate consumption displays to capture the impulse purchase 9

Source: Experian Consumer Research (Simmons National Consumer Survey, Fall Full Year 2012). The asterisk (*) indicates statistical significance at the 95% confidence level. NASCAR fandom is determined through the use of the following question: “How interested are you in NASCAR?” Respondents may indicate “very”, “somewhat”, “a little bit”, or “not at all” interested. NASCAR fans are those people who are at least a little bit interested in the sport. NASCAR Fans Shop Multiple Retail Channels Convenience Stores (137index) has the highest propensity of NASCAR shoppers versus other retail channels. NASCAR fans are +37% more likely than non-fans to shop at convenience stores.

2014 Segment Opportunity

NASCAR Iis the #1 spectator sport NASCAR is the #1 sport in fan brand loyalty NASCAR is the #2-rated regular-season sport on television NASCAR has over 75M fans. NASCAR fans are 3 times as likely to try and purchase NASCAR sponsors’ products and services. NASCAR has broad fan demographics: of NASCAR® fans, 60% are male, 40% female M&M’S BRAND is the 4th most recognized brand among NASCAR® fans (unaided awareness) 91% of Consumers know that the M&M’S® BRAND sponsors NASCAR Source: Ipsos, 2010 NASCAR ® Brand Tracker H AS A L ARGE AND D IVERSE F AN B ASE

NA has a National Reach 13

Q1Q2Q 3 Q 4 Daytona Las Vegas Bristol All Star Race Charlotte Kentucky Indianapolis Bristol Atlanta Chicago New Hampshire Texas Key Race Occasions Span the Year Providing Opportunities for In-Store Display Events Kickoff Key Events Red White & Blue/ M Prove America Race for ChaseHalloween Chase/Championship When We Win, You Win National Promotion Plan to Win: Display NASCAR All Year, All Markets!!

2014 Program Details

16 Race Day is Better with M supports the Year long M&M’s ‘Better with M’ brand activation 2014 M&M’S® TOUCH-POINTS

2014 Strategic Approach Continued focus on reaching casual NASCAR® Fan base with “Race Day is Better with M”™ Message With over 75M Fans, NASCAR® is relevant to all customers nationwide Increased focus on the home viewer to encourage fans to incorporate MARS brands into race day traditions Advertising during races 2014 NASCAR Display Solutions suitable for home viewing parties & events as well as on the go consumption Continued consumer engagement with Quarterly giveaways for consumers via social media Consumers have a chance to win trips to the biggest NASCAR races and other prizes by participating New trade incentive plan will incentivize retailers to take quarterly displays

2014 Marketing Support

2014 NASCAR Program In 2014 we will offer an opportunity for consumers to win quarterly prizes via facebook. – A call to action on our displays will drive consumers online to discover details of our competition and prizes. NASCAR ® pack and display range has been optimized to include our best selling products across brands in the most effective and efficient display vehicles. M&M’S® will provide national advertising and PR support as well as regional and local consumer promotion to drive off-take throughout the 2014 season.

20 Consumer Promotion Overview Call to action on displays will drive consumers online to enter our quarterly NASCAR competition via Facebook 4 Competition Windows throughout the year: Q1 - Road to Daytona  Consumers can win a VIP trip to the season kickoff in Daytona Q2 - Spring time giveaway  Consumers can win lots of limited edition NASCAR merchandise Q3 - Summer giveaway  Consumers can win lots of limited edition NASCAR merchandise Q4 - Race for the sprint cup  Win a VIP race experience!

Maximizing sales with 360-support 4 week NASCAR.com partnership M&M’s® advertisements showing during Daytona 500 plus 6 other races (TBD) during 2014

22 Strong full year support for with heavy up support in key race markets within the season Consumer Promotion & Media IMPRESSIONS!! Consumer Promotion & Media IMPRESSIONS!!

 Retailer Logo on Back of Car  At Track Customer Engagement Luxury Suites Grandstand Tickets VIP Access  Logo/Image/NASCAR Media Rights  Premiums/Autographed Items  Partner Benefits/Discounts  Sales Incentive & Consumer Promotions  Showcar & Simpod Appearances  Kyle Busch Appearances  Joe Gibbs Racing Tours Leverage additional assets to drive excitement & retail sales

Pre-Event Appearance Posters – sent 2 weeks out Authentic Race Car driven by Kyle Busch (18’ x 7’) Portable Branded Simulator Pod (3’ x 6’) o Small enough to be used in store Branded Trailer including Satellite TV airing live racing 2 brand ambassadors to run simulator and interact with consumers Kyle Busch Hero Cards and Poster giveaways More assets to engage your retailers with

Retail support available to cover Hot 100 Race Markets! Mars Chocolate retail team will visit the top stores closest to the NASCAR® race track to set up Mars NASCAR® displays and POP. The retail team will set up POP, fill dump bins, and move shippers/displays together to create a NASCAR® section in store. If your account does not allow display activity unless authorization from their division manager or HQ, please obtain retail authorization for our retail team to set up displays in your retailers stores around the race tracks.

Merchandising Insights Confectionery is the most responsive to quality merchandising, and eye-catching displays 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 the passionate fan and trigger impulsivity 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. Source: 1-2 Mars Shopper MAJIC, 3- Kantar Retail

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

Mixed Singles Power wing Item # Ct. ZREP: Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz. 120 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz. 24 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 1.74 oz. Mixed Sharing Size Power wing 48 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz. 48 Ct. SNICKERS® Brand 2 To Go Bars, 3.29 oz. 24 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size, 3.14 oz. 24 Ct. MILKY WAY® Brand 2 To Go Bars, 3.63 oz. 24 Ct. TWIX® Caramel Cookie 4 To Go Bars, 3.02 oz. Item # M Ct. ZREP: ” 14” 15.25” 51.12” 14” 13”

Mixed Singles Quarter Pallet Item #: ,056 Ct. ZREP: Ct. SNICKERS® Bar, 2.07 oz. 192 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz. 144 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz. 144 Ct. TWIX® Caramel Cookie Bars, 1.79 oz. 108 Ct. MILKY WAY® Bar, 2.05 oz. 108 Ct. 3 MUSKETEERS® Bar, 2.13 oz. 72 Ct. SNICKERS® Brand Almond Bar 1.76 oz. With Tear Pad 50¢ Off 2

Mixed Singles Split Pallet Item #: ,676 Ct. ZREP: Ct. SNICKERS® Bar, 2.07 oz. 528 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz. 384 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz. 288 Ct. TWIX® Caramel Cookie Bars, 1.79 oz. 192 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz. 180 Ct. 3 MUSKETEERS® Bar, 2.13 oz. 180 Ct. MILKY WAY® Bar, 2.05 oz. 108 Ct. SNICKERS® Brand Peanut Butter Squared Bars, 1.78 oz. 96 Ct. SNICKERS® Brand Almond Bar, 1.76 oz. 41.6” With Tear Pad 50¢ Off ” 24” 40”

Mixed XL SUP Pallet Item # Ct. ZREP: ” 48” 40” Pallet Contains: 84 Ct. M&M’S® Brand Peanut Chocolate Candies, 42 oz. 70 Ct. MINIS MIX TM, 40 oz. 60 Ct. M&M’S® Brand Milk Chocolate Candies, 42 oz. 36 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 38 oz. 20 Ct. SNICKERS® Brand Miniatures, 40 oz. Item # Ct. ZREP: Pallet Contains: 84 Ct. M&M’S® Brand Peanut Chocolate Candies, 42 oz. 70 Ct. MINIS MIX TM, 40 oz. 40 Ct. M&M’S® Brand Milk Chocolate Candies, 42 oz. 36 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 38 oz. 20 Ct. SNICKERS® Brand Miniatures, 40 oz. 24 Ct. TWIX® Brand Miniatures, 40 oz. Pallet available P1-P2

NOTE: All merchandising elements are FPO and are subject to change contingent on budget NASCAR® Balloons (3/pack) Item # NVISION Date: 9/30/13 Size: 18" Round NASCAR® Corrugated Counter Unit - Singles (5/pack) Item # NVISION Date: 9/30/13 Size: 11.5” w x 9” d x 12” h NASCAR® MOD POD (10/pack) Item # NVISION Date: 9/30/13 Size: 4" w x 4.5"h x 2.75"d NASCAR® Dangler (10/pack) Item # NVISION Date: 9/30/13 Size: 5" W x 8.75" H NASCAR® Hero Card (1/Each) Item # NVISION Date: 9/30/13 Size: 8'' H x 10'' H FP O FPOFPO FPOFPO 1 POINT OF SALE SUPPORT

NOTE: All merchandising elements are FPO and are subject to change contingent on budget NASCAR® Poster (1/Each) Item # NVISION Date: 9/30/13 Size: 18.25" W x " H NASCAR® Hex Bin with Header - NASCAR® theme (1/Each) Item # NVISION Date: 9/30/13 Size: ” o.a dia. x 32” tall, plus 16” x 16” header NASCAR® Standee - Kyle Busch (1/Each) Item # NVISION Date: 9/30/13 Size: 24" W x 72" H FPOFPO FPOFPO FPOFPO 2 POINT OF SALE SUPPORT

NOTE: All merchandising elements are FPO and are subject to change contingent on budget NASCAR® Clings (10/pack) Item # NVISION Date: 9/30/13 Size: 4" W x 6" H NASCAR® Corrugated Counter Unit - Sharing Size (5/pack) Item # NVISION Date: 9/30/13 Size: 7”w x 9”d 12”h NASCAR® Corrugate Pop Up Floor Stand - Small (1/Each) Item # NVISION Date: 9/30/13 Size: 14.75” W X 14.5” D X 48” H FPOFPO FPOFPO FPOFPO 3 POINT OF SALE SUPPORT