Date Document Created: May 31, 2012 Content Owner: Richard McCann Delivery Date and/or In-Store Activation Date: January 14, 2013 Version number: 1.0 If new version, what’s changed since last version (bullet points are fine):

2 Table of Contents Sales Materials Included:  Distribution and Merchandising Objectives  Selling Story  Nvision Catalog  Customer Collaboration One Page Presentation Sheet

NASCAR 2013 Distribution & Merchandising Objectives FOR INTERNAL USE ONLY

4 NASCAR 2013 Sales Objectives * Note: Final Sales Objective on Item # still TBD. Needs to be minimum $1M GSV, otherwise item will not be offered. NASCAR 2013 is expected to generate $81.3M Item #ItemsSummary NOTES 2013 Voume Cases/PLLTS Mixed Singles Shipper/Powerwing 264CT $5,364,44036,285FULL YEAR Mixed King Size Shipper/ Powerwing 168CT $8,142,77848,959FULL YEAR Mixed Singles Split Pallet 2676CT$4,000,0002,669FULL YEAR Mixed Singles 1/4 Pallet 1056 CT (tear pad)$23,140,18939,130FULL YEAR Mixed King Quarter Pallet - 360CT $1,351,1123,791FULL YEAR ct Pre- Priced KS Mixed NASCAR Shipper Q1 $2,197,94213,215Q1 ONLY ct M&M's Mixed Singles CU (2/Ca) $1,350,00016,741FULL YEAR Mixed KS PDQ Pallet $1,200,000722FULL YEAR IC TOTAL $46,746, Mixed Minis Quarter Pallet 156 CT $2,975,5466,646FULL YEAR M&M's Milk 19.2oz DRC 24/CA $3,540,00036,967FULL YEAR M&M's Peanut 19.2oz DRC 24/CA $4,450,00046,470FULL YEAR M&M's Peanut Butter 18.4oz DRC 24/CA $2,650,00027,673FULL YEAR ct Milk & Peanut Large Bag Gravity Fed* $1,000,0007,832Q1 ONLY M&Ms 40oz/FB 40oz SUP 264ct pallet $20,000,0009,618FULL YEAR FC TOTAL $34,615,546 Total Channel Volume$81,362,007

5 NASCAR 2013 Sales Objectives by Channel FOR INTERNAL USE ONLY Item #ItemsFutureDrugWalmartC-StoreValueTotal 2013 Final 2013 Final GRAND TOTAL Cases/PLLTS Mixed Singles Shipper/Powerwing 264CT $2,810,858$600,000$0$1,953,582$0$5,364,44036, Mixed King Size Shipper/ Powerwing 168CT $2,416,847$600,000$0$5,125,931$0$8,142,77848, Mixed Singles Split Pallet 2676CT$4,000,000$0 $4,000,0002, Mixed Singles 1/4 Pallet 1056 CT (tear pad)$18,060,938$50,000$0$5,029,252$0$23,140,18939, Mixed King Quarter Pallet - 360CT $898,484$0 $452,628$0$1,351,1123, ct Pre- Priced KS Mixed NASCAR Shipper $0 $2,197,942$0$2,197,94213, ct M&M's Mixed Singles CU (2/Ca) $0 $350,000$1,000,000$1,350,00016, Mixed KS PDQ Pallet $1,200, IC TOTAL $28,187,127$1,250,000$0$15,109,334$1,000,000$46,746, Mixed Minis Quarter Pallet 156 CT $2,975,546 $0 $2,975,5466, M&M's Milk 19.2oz DRC 24/CA $540,000 $3,000,000 $3,540,00036, M&M's Peanut 19.2oz DRC 24/CA $700,000 $3,750,000 $4,450,00046, M&M's Peanut Butter 18.4oz DRC 24/CA $400,000 $2,250,000 $2,650,00027, ct Milk & Peanut Large BaG Gravity Fed $1,000,000 7, M&Ms 40oz/FB 40oz SUP 264ct pallet $20,000,000 9,618 FC TOTAL $5,615,546$0$29,000,000$0 $34,615,546 Total Channel Volume$33,802,673$1,250,000$29,000,000$15,109,334$1,000,000$81,362,007

2013 Sponsorship Merchandising Objectives and Insights Objectives: 1. Grow share and physical availability 2. Gain secondary merchandising locations via the use of displays in high-traffic areas 3. Leverage open stock items for secondary display on front end caps or promotional aisle Insights:  Confectionery is a very emotionally driven category. The in-store environment currently does not deliver the imagery which could lead to more impulsive behavior, but eye-catching displays placed in high traffic areas do deliver!  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%)  Arrival (lobby) and departure (front end) are crucial points of display – as 100% of shoppers making a purchase MUST pass through these areas. Upon entering, shoppers are most positive about confectionery and their visual recall of communication is highest.  Focus on future consumption in lobby when shoppers are purchasing for others and immediate consumption on front end when shoppers are purchasing for themselves

NASCAR 2013 Selling Story

8 Selling Story Table of Contents  Executive Summary  Segment Opportunity  Consumer Target & Trends  Program Details  Available Display & POS  Advertising & Marketing Support  Merchandising Recommendations  Appendix

9 Executive Summary The 2013 Mars NASCAR Program is designed to capture the valuable NASCAR snacking community with a flexible range of displays and a comprehensive marketing campaign to drive off-take year round. 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 2013 Mars NASCAR Program is Perfect for You! In 2013, Mars NASCAR Program theme is “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. An expanded range of displays offered to meet the snacking needs of NASCAR fans, including new IC and FC displays. New POP and retail-tainment options will drive excitement and traffic in store and incent purchase.

NASCAR 2013 Segment Opportunity FOR INTERNAL USE ONLY

NASCAR is 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 HAS A LARGE AND DIVERSE FAN BASE

NASCAR has a National Reach 12

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 Chase Halloween Chase/Championship When We Win, You Win National Promotion Plan to Win: Display NASCAR All Year, All Markets!!

NASCAR 2013 Consumer Target, Trends & Insights FOR INTERNAL USE ONLY

15 Consumer Target and Key Trends The Mars NASCAR Program targets the large and geographically diverse casual and avid fan base – approximately 75M consumers Approximately 60% of NASCAR fans are casual fans; 40% Avids; Most NASCAR fans have never attended a race. Casual NASCAR fans are typically big sports fans who watch NASCAR as part of their sports programming consumption. NASCAR Viewership has increased since 2009 Loyalty to sponsor products is increased steadily since 2004

Consumer Insights & Implications NASCAR fans are loyal, with over 70% of fans stating 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. 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 M&M’S®, SNICKERS, MILKY WAY, 3MUSKETEERS and TWIX are the official chocolates of NASCAR. 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. Interrupt trips with off-shelf displays to keep MARS NASCAR products top of mind on fan trips. It’s critical to display product for pantry-load trips It’s critical to have immediate consumption displays to capture the impulse purchase 16

NASCAR 2013 Program Details FOR INTERNAL USE ONLY

Vision 18 Leverage the excitement and power of winning with a top NASCAR team to engage our consumers and to drive sales and display with all our retail customers

2013 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 Additional advertising during races Expanded range of products for home viewing parties & events Continued consumer engagement with “When We Win, You Win” platform, linking M&M’S® Racing Team performance with chances of winning great prizes New mobile entry will allow for in-store winning; local content delivery and further consumer engagement

IN 2013, NASCAR IS PART OF A YEAR-LONG BRAND INITIATIVE “CHOCOLATE IS BETTER WITH M”

2013 NASCAR Program In 2013, Race Day is Better with M! Leveraging the power and excitement of a top-winning team, Mars will offer an enhanced engagement program giving consumers the chance to win free cars and thousands of great prizes instantly through the “When We Win You Win” promotion. NASCAR pack and display range will expand to support the strategy and give maximum merchandising flexibility, including new lower count IC and FC displays. New sweepstakes enhancement with use of SnapTag technology to engage shoppers by awarding prizes and pushing content instantly through mobile technology. M&M’S® will provide national advertising and PR support as well as regional and local consumer promotion to drive off-take throughout the 2013 season.

22 Promotion Overview National promotion launching in February will allow consumers the chance to win a car and other valuable prizes A minimum number of cars will be awarded regardless of whether M&M’S® Team wins Engages consumers by linking their winning with M&M’S Racing wins Secondary Instant Win Prizes including NASCAR® Merchandise, Gas Cards and Cash Cards Season-long execution gives customers flexibility to execute in calendar New mobile entry technology captures NASCAR fans on-the-go and enables content to be pushed to shoppers, instantly

23 How It Works: – Consumers are directed to grab a pack of M&M’S® and other MARS products on specially marked displays in-store – Consumers snap the tag on the display with their cell phone camera (smart phone not required) and text in to see if they’ve won, instantly – Consumers have a chance to win a new car (grand prize) and instantly win secondary prizes with each entry – Consumers will receive a link to get free updates and content whether they win or not – Sweepstakes are held after the #18 M&M’S® Racing Team wins a race. – Promotion runs from February – November Promotional Details

PUBLIC RELATIONS: PR launch of “When We Win, You Win” promotion Full Season Team/Brand PR Support SOCIAL MEDIA: Year Long NASCAR® Content on M&M’S® Face book Page Unique Social Support for “When We Win, You Win” promo WEBSITE: “Race Day is Better with M” content for year long support RADIO: National &Regional Promotional Radio SHOPPER MARKETING: Custom programs at key retailers executed thru year 2013 Mars NASCAR Promotional Support DIGITAL ONLINE DISPLAY ADS TV: One TV spot within key NASCAR® Sprint Cup races of the Season IN STORE Show Car Driver Appearances PRINT: Print ads in key weekly, monthly and or special interest publications

NASCAR® Marketing Support Calendar* Q1Q2Q3Q4 TV** Digital Radio Regional Radio** Print Social Media Public Relations * Final timing for TV, Digital, Radio and Print to be communicated Q **TV Support may include a mix of M&M’S NASCAR and Core spots

2013 Season Activation Calendar Q1 2013Q Q Q Races Communications Merchandising Engagement (Social Media) (TV) (Radio) (Daytona 500)(Coke 600)(Chase Begins)(Championship) (NASCAR Displays & Pallets In Store) (Launch PR) (Sustaining PR) Retail Support (IC) (FC) (Show Car/Driver Appearances) (Sweepstakes) (TV)

Delivery/Performance Dates For All IC & FC Displays Unless Noted Otherwise LODFDDLDDPerformance PdCheckpoint Date 3/22/20131/14/20133/29/20131/13/ /31/2013Cycle 12 10/31/2012 LODFDDLDDPerformance PdCheckpoint Date 6/21/20134/1/20136/28/20134/7/ /30/2013Cycle 2 1/23/2013 LODFDDLDDPerformance PdCheckpoint Date 9/20/20137/1/20139/27/20137/7/ /29/2013Cycle 5 4/17/2013 LODFDDLDDPerformance PdCheckpoint Date 12/20/20139/30/201312/27/201310/6/ /29/2013Cycle 9 8/7/2013

NASCAR Displays Immediate Consumption

– M&M’S® 72 ct Mixed Singles Counter Unit 2/CA – UCC: – Mix: 36 M&M’S® Milk Chocolate Singles 36 M&M’S® Peanut Singles – 2 units per master case – Dimensions: 15.5” x 9.2” x 13.1” New!

Mixed Singles Power Wing 264 Ct. ZREP UCC Mix: 96 Ct. SNICKERS ® Bar, 2.07 oz. 48 Ct. M&M’S ® Brand Milk Chocolate Candies, 1.69 oz. 48 Ct. M&M’S ® Brand Peanut Chocolate Candies, 1.74 oz. 36 Ct. MILKY WAY ® Bar, 2.05 oz. 36 Ct. TWIX ® Caramel Cookie Bars, 1.79 oz. Dimensions: 39.9” x 15.2” x 5.5” Mixed King Size Power Wing 168 Ct. ZREP UCC Mix: 48 Ct. M&M’S ® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz. 48 Ct. SNICKERS ® 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 ® 2-To-Go Bars, 3.63 oz. 24 Ct. TWIX ® Caramel Cookie Bars 4- To-Go, 3.02 oz. Dimensions: 23.5” x 11.1” x 14.6” 30

– Mixed Singles Quarter Pallet 1056 ct – UCC: – Mix: 288 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® Almond Bar 1.76 oz. – Dimensions: 24’’ x 20’’ x 44.25’’ – Tearpad: 2 75 sheets per; Offer is $0.50 off 2* *While supplies last

– Mixed King Size Pre-Priced (2/$3.00) Power Wing 168 Ct. – UCC: – Mix: 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz. 48 Ct. SNICKERS® 2-To-Go Bars, 3.29 oz. 24 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size, 3.14 oz. 24 Ct. TWIX® Caramel Cookie Bars 4-To-Go, 3.02 oz. Dimensions: 23.5” x 11.1” x 14.6” New! LODFDDLDDPerformance PdCheckpoint Date 3/22/20131/14/20133/29/2013 1/13/ /31/ /31/2012 Delivery Dates NOTE: Account Trade funds to be used to fund 2/$3 promotion

© – Mixed Singles Split Pallet 2676 Ct. – UCC: – Mix: 720 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. 180 Ct. 3 MUSKETEERS® Bar, 2.13 oz. 180 Ct. MILKY WAY® Bar, 2.05 oz. 192 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz. 96 Ct. SNICKERS® Almond Bar, 1.76 oz. 108 Ct. SNICKERS® Peanut Butter Squared Bar, 1.78 oz. – Dimensions: 40” x 24’’ x 46.38’’

© – Mixed King Size Quarter Pallet 360 Ct. – UCC: – Mix: 120 Ct. SNICKERS® Bar 2-To-Go, 3.29 oz. 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz. 48 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size, 3.14 oz. 72 Ct. TWIX® Caramel Cookie Bars 4-To-Go, 3.02 oz. 48 Ct. MILKY WAY® 2 to Go – Dimensions: 24” x 20” x 44.3”

277195– Mixed King Size PDQ Pallet 1680 Ct. – UCC: – Mix: 168 M&M'S MC Sharing Size 192 M&M'S MINIS MEGA TUBE 144 M&M'S PRETZEL Sharing Size 288 M&M's PEANUT Sharing Size 144 MILKY WAY 2 to Go 336 SNICKERS 2 to Go 144 SNICKERS PB SQ 4 to Go 264 TWIX 4 to Go – Dimensions: 48’’ x 40’’ x 48.8’’

NASCAR Displays Future Consumption

37 8.5” – M&M’S® Milk Chocolate DRC 19.2 oz 24/CA – UCC: – Dimensions: 18” x 11.9” x 11” – M&M’S® Peanut DRC 19.2 oz 24/CA – UCC: – Dimensions: 18” x 11.9” x 11” – M&M’S® Peanut Butter DRC 19.2 oz 24/CA – UCC: – Dimensions: 18.5” x 11.9” x 10.9”

38 8.5” NOTE: Size are approximate and SRP will vary by account – Mixed M&M’S® Large Bag Floorstand Display 32Ct. – UCC: – Mix: 16 M&M’S® Milk Chocolate 19.2 oz 16 M&M’S® Peanut 19.2 oz – Dimensions: 19.6” x 15.8” x 10.9” LODFDDLDDPerformance PdCheckpoint Date 3/22/20131/14/20133/29/2013 1/13/ /31/ /31/2012 Delivery Dates

Quarter Pallet contains: 48 Ct. SNICKERS ® Brand Miniatures 11.5 oz. 32 Ct. MINIS MIX™ 10.5 oz. 32 Ct. SNICKERS ® Brand MINIS MIX™ 10.5 oz. 16 Ct. MILKY WAY ® Brand Miniatures 11.5 oz. 16 Ct. TWIX ® Brand Miniatures 11.5 oz. 12 Ct. 3 MUSKETEERS ® Brand Miniatures 10 oz. Dimensions: 20” x 24” x 47.5” © Filled Bar Mixed Minis Quarter Pallet 156 Ct. ZREP UCC:

– Mixed XL SUP Pallet 264 Ct – UCC: – Mix: 84 Ct. M&M’S® Brand Peanut Chocolate Candies 42 oz. 60 Ct. M&M’S® Brand Milk Chocolate Candies 42 oz. 60 Ct. SNICKERS® MINIS 40 oz 60 Ct. MIXED MINIS 40 oz – Dimensions: 48’’ x 40’’ x 40.5’’

NASCAR 2013 Support Materials for Launch

NASCAR Dump Bin w/ Header (each) Item #:50148 NVISION Date: 10/3/12 Size: 18”W X 30”H NASCAR Pennant Flags (each) Item #: NVISION Date: 10/3/12 Size: 3”Long X 11”H NASCAR Stack Case (each) Item #: NVISION Date: 10/3/12 Size: 24”W X 12”H X 12”D NASCAR Hero Card (each) Item #:50143 NVISION Date: 10/3/12 Size: 10”W X 8”H NASCAR Adjustable End Cap Item #: NVISION Date: 10/3/12 Size: 30-42”W X 68-87”H X 14”D NASCAR Pallet Display (each) Item #: NVISION Date: 10/3/12 Size: 16’ X 8” X 4” NASCAR Poster (each) Item #: NVISION Date: 10/3/12 12”W X 24”H NASCAR Pallet WRAP (10/Pack) Item #: NVISION Date: 10/3/2012 Size: 10”H X 15’ Long NOTE: All merchandising elements are FPO and subject to change contingent on budget

NASCAR CFB Dangler Item #: NVISION Date: 10/3/12 Size: 4.5”W X 7.5”H NASCAR CCU (Corrugated Counter Unit) Item #: NVISION Date: 10/3/12 Size: 11.5”W X 11.5”H X 7.5”D Kyle Busch Dump Bin w/ Header (each) Item #: NVISION Date: 10/3/12 NASCAR Generic Dangler Item #: NVISION Date: 10/3/12 Size: Size: 4.5”W X 7.5”H NASCAR Mod Pod Item #: NVISION Date: 10/3/12 Size: 5.25”W X 2.5”D X 4.5”H NASCAR Dump Bin w/ Header (each) Item #: NVISION Date: 10/3/12 Size: 24”W X 53”H NASCAR Balloons Item #: NVISION Date: 10/3/12 Size: 18” Diameter NASCAR Ms. Brown Dump Bin (each) Item #: NVISION Date: 10/3/12 Size: 42”W X 50”H NASCAR Inflatable Item #: NVISION Date: 10/3/12 Size: 28” X 33”FPO NOTE: All merchandising elements are FPO and are subject to change contingent on budget

AVAILABLE ASSETS:  MARSSPONSORSHIPS.com  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

Race Car driven by Kyle Busch (18’ x 7’) Portable Branded Simulator Pod (3’ x 6’) Small enough to be used in store Actual Win Trophy Display (3’ x 3’) Branded Trailer including: M&M’S Racing merchandise window option NASCAR SHOW CAR PROGRAM Satellite TV airing airing live racing during all NASCAR activity M&M’S branded awning 2 JGR staff members to run simulator and interact with consumers Kyle Busch Hero Cards and Poster giveaways

46 Support Materials for Launch The following materials will be available on SALESFORCE.COM for Launch: Sell Sheet UPC Guide

Retail Coverage 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.

Customer Collaboration Overview One Page Overview

Appendix NASCAR Vision & Strategy One Sheet Key Research Results/Charts Key Channel Data NASCAR 2013 Race Schedule (Oct. 2012)

Race Day is Better with M! Vision – Spotter Location Leverage the excitement and power of winning with a top NASCAR team to engage our customers, consumers and associates © Metrics – Leader board GSV NQC ROI © Big Wins B2B Merchandising ®/TM trademarks ©Mars, Incorporated MM 20 MM 30 MM 40 MM 50 MM 60 MM 70 MM 80 MM 90 MM v GSV 100 MM Physical Availability – Cars on Track Best in Class Merchandising for all Channels of Trade Right Packs for Race Day Occasions Signature Item leveraging team marks and M&M’S ® technology Mental Availability – Pit Road Best in class communications leveraging the power and unique equities of our brands: Colorful, Chocolate Candy FUN; Characters National media for mass reach Region communications to support race-market executions Associate Engagement – Crowd NASCAR ® Day Fantasy Racing with Weekly prizes Weekly communications to Associates via dot Mars, HKT Happenings, Video Monitors

Sponsorship Awareness A NASCAR Study Spring 2012

b b b b b b b b b Unaided NASCAR Sponsor Awareness Top 10 Mentions [Fans Only]

b b b b b b b b b b b Total NASCAR Sponsor Awareness Top 11 Aware NET Responses [Fans Only]

Given the choice of two products of a similar price, how likely are you to choose the brand that is affiliated with NASCAR racing over one that is not? b b a a Sponsor Loyalty [Fans Only]

b a b b Impact Of NASCAR Sponsorship On Impression Of M&M’s [Fans Only]

How much does M&M's sponsorship in NASCAR influence you to purchase M&M's over other brands of candy? b a b Impact Of NASCAR Sponsorship M&M Purchase Likelihood [Fans Only]

Snacking Preferences

When thinking about snacks you may eat while watching a NASCAR race, what brands of snacks, either salty or sweet, or candy type, are most often eaten at your house during a race? [Multiple Responses] a a Top Snacks While Watching A NASCAR Race Top 10 Mentions [Fans]

Which brands of sweet snacks and candy would you say are your three favorites? [Multiple Responses] b c c c a, c a a Favorite Sweet Snacks & Candies Top 7 Mentions [Fans & Non-Fans]

How do you typically select the snacks that you eat while watching a race on TV? *MR NASCAR Race Snack Shopping / Preparation [Fans]

62  On average, NASCAR fans make 25+ trips per year to purchase snacks – nearly 2 more trips than non-fans.  On average, NASCAR fans make nearly 20 trips per year to purchase candy – about 1 more than non-fans. Category Examples: Number of Annual Item Trips NASCAR Fan Households Non-Fan Households Difference: NASCAR Fans vs. Non-Fans Snacks25.4 trips per year23.8 trips per year+1.6 Candy19.1 trips per year18.2 trips per year+0.9 Snack and Candy Category Usage and Consumption Brand Usage and Item Trips Per Year Proportion of NASCAR Fan Households that Purchase the Item Number of NASCAR Fan Item Purchase Trips Per Year M&M’s Milk Chocolate Candies26%2.3 M&M’s Peanut Chocolate Candies26%2.4 Snickers Bar22%2.4 3 Musketeers Bar19%2.0 Approximately 20%-25% of NASCAR fan households purchase Mars brand chocolate candies, making multiple trips per year to purchase these items. Source: The Nielsen Company, Homescan FANLinks 2010 IMPORTANT NOTE: NASCAR fandom in this source is determined through the use of the following question: “Using a scale of 1 to 7, where 1 is “not at all interested”, 4 is “moderately interested”, and 7 is “extremely interested”, how interested would you say you are in NASCAR?” NASCAR fans are those respondents who are at least moderately interested in NASCAR.

63 Retail channels shopped in past monthNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Supermarkets96%93% 103 * Drug stores75%73% 103 * Mass retailers72%62% 116 * Convenience stores69%52% 133 * Home improvement stores65%48% 135 * Automotive specialty retailers^55%42% 131 * Shopping malls52%51%102 Department stores47%44% 107 * Strip malls45%38% 118 * Home electronics retailers34%27% 126 * Warehouse clubs31%27% 115 * Office supply retailers24%22%109 Sporting goods18%10% 180 * NASCAR Fans Shop Multiple Retail Channels Source: Experian Consumer Research, Simmons National Consumer Survey, Fall Full Year 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. ^ indicates past year results Read: 72% of NASCAR fans have shopped at a mass retailer in the past month compared to 62% of non-fans, a 116 index. In other words, NASCAR fans are +16% more likely than non-fans to shop at a mass retailer.

Thank You!