2. Table of Contents Executive Summary Consumer Insights and Trends
Program Details
Merchandising Recommendations
POS Materials
Marketing Support
GSV Objectives
2012 Superbowl Recap 2

3. Executive Summary
SNICKERS®, M&M’S®, MILKY WAY® ,TWIX®, and 3 MUSKEETERS® BRANDs partner to create a massive retail event that links Mars iconic brands to the largest at home party event of the year… The Super Bowl!!!
Program Highlights:
Mars Chocolate official Super Bowl sponsorship translates easily into strong retail executions that enhance in-store presence and maximize off-take.
Compelling 10% bonus offers and relevant Super Bowl overlay on future consumption motivates consumers to purchase, with Mars brands positioned as the perfect addition for Super Bowl parties.
Super Bowl official sponsor displays help bring shoppers to Immediate Consumption displays. Valuable tear pad offers on their favorite brands drives impulse purchases.
Timing:
Performance
Last Order
First Delivery
Last Delivery
12/23/12-2/10/13
1/11/13
12/3/12
1/18/13
SOURCE: MRSI Database, Bases Snapshot, LOT Test 2009, I-coummunity Qualitative 3

4. Consumer Insights & Trends
The Event, Usage Occasion and Category are a fit with consumers!
Consumers see chocolate candy as a sweet treat served as a compliment to the main snacking table (salty snacks) or put out toward the end of the event ‘fourth quarter as candy time’1
Super Bowl is the #1 at-home party event of the year ahead of New Years Eve! 3These fans throw 7.5 million parties with 44 million party goers.4
The Super Bowl is the second-largest snacking occasion of the year, second only to Thanksgiving
More than 30 million pounds of snacks are consumed on Super Bowl Sunday, twice the average daily amount* with $49 on avg. spent on food and beverages for an at-home Super Bowl party
The average football fan is 35% more likely to purchase a brand with an NFL logo associated with it 2. Offering specific products for game day (packaging, NFL reference, etc.) will help tie the NFL to SNICKERS®/M&MS and MARS Chocolate
73% of NFL viewers purchased candy in the past six months3
Super Bowl is the most viewed program year on year - over 165 Million viewers watched this year
1 Mars Snackfood Party Snacks Exploration, July NFL/OTX Weekly Tracker, 2008;3 SRI 2009, 4 National Retail Federation 4

5. Consumer Insights & Trends
Consumers are doing the shopping for game day during their normal grocery shopping trip.  They are looking for football related-cues in-store to know where the game day food is, or are going down the aisles where the traditional snacks for game day are (salty snack, beverage, frozen food) -not going down the candy aisle! This makes securing secondary placement in store critical!
Game day is treated by consumers much like a holiday is.  It is a celebratory day, a day to indulge.  Many snacks, including sweets, are more permissible on game day.  Consumers are looking for items (food, decorations, etc.) that will enhance the experience and make it special.
Key Takeaway: Capturing shoppers out of candy aisle with NFL display = Incremental Basket Ring for Retailers!

6. FC Program Details
Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the event for dessert1.
The Mars Super Bowl program will utilize a two-pronged value offer on FC incenting consumers to make our iconic chocolate brands part of their game day ritual.
10% Bonus Bags With promotion Mars 10% Bonus Bags drove >100% incremental sales in each week leading up to the Super Bowl and >300% incremental sales week of the game2!
NFL SHOP Tear Pad Offer (On FC Displays) Incents consumers with $10 offer when they buy any 3 participating MARS Chocolate laydown bag products.
1 Mars Snackfood Party Snacks Exploration, July Sequoia Inc. price impact models from 2011 IRI data 6 6

7. FC Consumer Offer Details
NFLSHOP.COM is the official online store of the NFL® where fans go to find jerseys, helmets, memorabilia and custom made items
In 2010 the store had close to 30,000,000 unique visits and 1.6 Million Web Orders
It is the largest professional sports league store in sales with $100 Million+ in annual sales
The majority of traffic and sales occur during the NFL season
Customers are typically displaced fans. (i.e. – An Eagles Fan living in California)
Women make up 60% of our customers during our peak sales months (Nov-Dec)
This highly relevant program reinforces our marquee sponsorship by rewarding consumers with $10 NFLSHOP.COM gift certificates with the purchase of any 3 Participating Mars Chocolate Laydown Bags
All Quarter Pallets will have NFL Shop tear pads where consumers must mail in their proof of purchase /order form in order to claim their $10 Gift Certificate, good on any purchase
Participating laydown bags include SNICKERS® Brand, M&M’S® Brand, TWIX® Brand, MILKY WAY® Brand, and 3 MUSKETEERS® Brand products
This offer is a continuation of the NFL 2012 program to maintain continuity and drive purchase

8. IC Program Details
To help stimulate consumer purchase of their favorite Mars brands, all IC displays in the program will be shipped with coupon tear pads pre-assembled on the display.
Tear pad offers will be ‘Buy Two Get One Free’!
Tear Pad Information:
IC Displays
Tear Pads per Display
Coupons per Tear Pad
Max Value
Expiration Date
72ct Singles Counter Unit 1 20
$1.29
April
264ct Singles Mini Wing 2 50
1056ct Singles ¼ Pallet 75
168ct Sharing Size RTA
$1.89
360ct Sharing ¼ Pallet 8

9. Shopper Mktg/In-Store
Marketing Support
A&CP Investment of approximately $14.5MM will cover lead up to the game and conclude with another Mars Chocolate Super Bowl Commercial Spot!
Shopper Mktg/In-Store
National TV
Shopper Marketing focus on custom programs and regional opportunities
In-store POP/POS
Mars Chocolate has once again purchased a Superbowl Commercial! More information to come in Q4.
Print
National print execution in ESPN Magazine & Sports Illustrated
Digital/Social Media
Television integration into ESPN’s Monday Night Football broadcast
Expansive campaign supporting Fantasy Football on ESPN.com , CBSsportline and NFL.com
*Marketing Support is subject to change

10. Media Support

11. Item Range Mixed Miniatures Quarter Pallet
Item # Ct.
ZREP:
64 Ct. SNICKERS® Brand Miniatures, 13 oz.
64 Ct. MINIS MIX™, 12 oz.
24 Ct. TWIX® Brand Miniatures, 13 oz.
M&M’S® Brand Mixed Quarter Pallet
Item #46026
288 Ct.
ZREP:
144 Ct. M&M’S® Brand Peanut Chocolate Candies, 14 oz.
72 Ct. M&M’S® Brand Milk Chocolate Candies, 14 oz.
72 Ct. M&M’S® Brand Pretzel Chocolate Candies, 10.9 oz.

12. Item Range SNICKERS® Brand MINIS Item #38285 13 oz. 32 Ct. Case
ZREP:
TWIX® Brand MINIS
Item #38212
13 oz.
24 Ct. Case
ZREP:
MINIS MIX™
Item #38221
12 oz.
32 Ct. Case
ZREP:

13. Item Range M&M’S® Brand Milk Chocolate Candies
Stackable Display Case
Item #38146
14 oz.
36 Ct. Case
ZREP:
M&M’S® Brand Peanut Chocolate Candies
Stackable Display Case
Item #38145
14 oz.
36 Ct. Case
ZREP:
M&M’S® Brand Peanut Butter Chocolate Candies
Stackable Display Case
Item #42285
12.7 oz.
36 Ct. Case
ZREP:
M&M’S® Brand Pretzel Chocolate Candies
Stackable Display Case
Item #46027
10.9 oz.
36 Ct. Case
ZREP:

14. Item Range M&M’S® Brand Milk Chocolate Candies Item #42310 14 oz.
24 Ct. Case
ZREP:
M&M’S® Brand
Peanut Butter
Chocolate Candies
Item #42311
12.7 oz.
24 Ct. Case
ZREP:
M&M’S® Brand Peanut Chocolate Candies
Item #42307
14 oz.
24 Ct. Case
ZREP:
M&M’S® Brand Pretzel
Chocolate Candies
Item #46028
10.9 oz.
12 Ct. Case
ZREP:

15. Item Range Mixed King Size RTA 168 Ct. Item #46105 ZREP: 266409
96 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.
24 Ct. MILKY WAY® Brand 2-To-Go Bars, 3.63 oz.
24 Ct. TWIX® Brand Caramel Cookie 4- To-Go Bars, 3.02 oz.
24 Ct. 3 MUSKETEERS® Brand 2-To- Go Bars, 3.28 oz.
Mixed Singles Counter Unit
72 Ct.
Item # ZREP:
36 Ct. SNICKERS® Brand Peanut Butter Squared Bars, 1.78 oz.
36 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.

16. Item Range Mixed Singles Quarter Pallet Mixed King Size 1,056 Ct.
Item # ZREP:
288 Ct. SNICKERS® Bar, 1.86 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, 1.84 oz.
108 Ct. 3 MUSKETEERS® Bar, 1.92 oz.
72 Ct. SNICKERS® Almond Bar, 1.76 oz.
Mixed King Size
Quarter Pallet
360 Ct.
Item # ZREP:
120 Ct. SNICKERS® Brand 2-To-Go Bars, 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® Brand Caramel Cookie 4-To-Go Bars, 3.02 oz.
48 Ct. . MILKY WAY® Brand 2-To-Go Bars, 3.63 oz.

17. Item Range Mixed Singles Mini Wing 264 Ct. 4/Ca.
Item # ZREP:
Mini Wing #4 contains:
36 Ct. SNICKERS® Bar, 1.86 oz.
36 Ct. SNICKERS® Peanut Butter Squared Bars, 1.78 oz.
Mini Wing #3 contains:
36 Ct. Twix® Brand Caramel Cookies Bars, 1.79 oz.
24 Ct. Twix® Brand Peanut Butter Cookie Bars, 1.68 oz.
Mini Wing #2 contains:
36 Ct. MILKY WAY® Bar, 1.84 oz.
36 Ct. MILKY WAY® Simply Caramel Bars, 1.91 oz.
Mini Wing #1 contains:
36 Ct. 3 MUSKETEERS® Bar, 1.92 oz.
24 Ct. SNICKERS® Almond Bar, 1.76 oz.

18. Merchandising Objectives
and Insights
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
Objectives:
Grow share and physical availability
Gain secondary merchandising locations via the use of displays in high-traffic areas
Leverage open stock items for secondary display on front end caps or promotional aisle

19. Point of Sale Materials
The following point of sale materials will be available in NVISION by July 31st 2012:
Cling - NFL12C001
Crack back - NFL12A001
Mod-Pod- NFL12M001
Dangler - NFL12D001

20. Point of Sale Materials
Two-Sided Balloon NFL12B001

21. Point of Sale Materials Team Lugons and Superbowl Are available!
Customizable Lugons
NFL Llama display - NFL12L001

22. Point of Sale Materials
Giants Lugon
NFL12L002
Cowboys Lugon
NFL12L003
Texans Lugon
NFL12L004
Falcons Lugon
NFL12L005
Bears Lugon
NFL12L006
Bengals Lugon
NFL12L007
Colts Lugon
NFL12L008
Superbowl Lugon
NFL12L012
Patriots Lugon
NFL12L009
Steelers Lugon
NFL12L010
Saints Lugon
NFL12L011

23. Point of Sale Materials
Team Stickers and Superbowl Are available for Header!
Customizable Stickers for Header
NFL Dump Bin with Header - NFL12D002

24. Point of Sale Materials
Hex Dump Bin Team Stickers Available
Cowboys- NFL12S002
Texans - NFL12S003
Falcons - NFL12S004
Bears- NFL12S005
Bengals- NFL12S006
Colts- NFL12S007
Patriots - NFL12S009
Steelers - NFL12S010
Giants- NFL12S001
Saints - NFL12S011
Superbowl - NFL12S012

25. Point of Sale Materials
Item Number
Item Description
NFL12C001
NFL SNK CLING
NFL12D001
NFL SNK DANGLER
NFL12M001
NFL SNK MOD POD
NFL12A001
NFL SNK CRACK BACK SINGLES
NFL12B001
NFL BALLOON
NFL12D002
NFL DUMP BIN W/HEADER SET
NFL12S001
NFL DUMP BIN STICKER GIANTS
NFL12S002
NFL DUMP BIN STICKER COWBOYS
NFL12S003
NFL DUMP BIN STICKER TEXANS
NFL12S004
NFL DUMP BIN STICKER FALCONS
NFL12S005
NFL DUMP BIN STICKER BEARS
NFL12S006
NFL DUMP BIN STICKER BENGALS
NFL12S007
NFL DUMP BIN STICKER COLTS
NFL12S008
NFL DUMP BIN STICKER PATRIOTS
NFL12S009
NFL DUMP BIN STICKER STEELERS
NFL12S010
NFL DUMP BIN STICKER SAINTS
NFL12S011
NFL DUMP BIN STICKER SUPERBOWL
NFL12L001
NFL LLMA
NFL12L002
NFL LLMA LUGON GIANTS
NFL12L003
NFL LLMA LUGON COWBOYS
NFL12L004
NFL LLMA LUGON TEXANS
NFL12L005
NFL LLMA LUGON FALCONS
NFL12L006
NFL LLMA LUGON BEARS
NFL12L007
NFL LLMA LUGON BENGALS
NFL12L008
NFL LLMA LUGON COLTS
NFL12L009
NFL LLMA LUGON PATRIOTS
NFL12L010
NFL LLMA LUGON STEELERS
NFL12L011
NFL LLMA LUGON SAINTS
NFL12L012
NFL LLMA LUGON SUPERBOWL
NFL12CS01
NFL CLIP STRIP

26. Volume Breakout by Customer/Channel
GSV Volume Objectives
Volume Breakout by Customer/Channel
Item
Total GSV
Mass
Club
Drug/Specialty
Grocery
Value
Convenience
Immediate Consumption:
SN PBSQR/MM PRTZ 72CT CU 3CA
$ ,000 $ $ $
$ ,000
$ ,000
$ ,000
MXD FILLED BAR KS RTA 168CT
$ ,300,000
$ ,000
$ ,000
$ ,000
$ ,500,000
264ct Mixed Singles Mini Wing
$ ,000 $ $ $
MXD KS QTR PLT 360CT
$ ,000
$ ,000
MXD SNGL QTR PLT 1056CT
$ ,000,000
$ ,900,000
$ ,000
MXD SINGLES FULL PLT WM
$ ,200,000
$ ,200,000
Future Consumption:
SNICKERS MNTR BNS BAG DSPL 13OZ 32/CA
$ ,000,000
$ ,000
$ ,000
MIXED MNTR BONUS 12OZ VRTYBG DSPL 32/CA
$ ,000
$ ,000
$ ,000
TWIX CARAMEL MINIATURES 13OZ DSPL 24/CA
$ ,000
$ ,000
$ ,000
MIXED MNTR BONUS QTR PLT
$ ,200,000
$ ,200,000
M&MS MC OPEN STOCK 14OZ BNS 24/CA
$ ,250,000
$ ,000
$ ,000
M&MS PEANUT OPEN STOCK 14OZ BNS 24/CA
$ ,600,000
$ ,000
$ ,000
M&MS PB OPEN STOCK 12.7OZ BNS 24/CA
$ ,000
$ ,000
$ ,000
M&MS PRETZEL OPENSTOCK BNS 10.9OZ
$ ,000
$ ,000
M&MS MILK CHOC 14OZ BNS BGS DSPL 36/CA
$ ,300,000
$ ,000
$ ,400,000
M&MS PEANUT BONUS BAG 14OZ DSPL 36/CA
$ ,425,000
$ ,000,000
$ ,425,000
M&MS PB 12.7OZ BNS DSPL 36/CA
$ ,000
$ ,000
M&MS PRETZEL 10% BONUS DSPLCA 10.9OZ 36/CA
$ ,400,000
$ ,000
$ ,000
M&MS MC/PN/PRT 10% BONUS QTR PLT 288CT
$ ,400,000
$ ,400,000
288ct Club M&M's Peanut 56oz Pallet w/Skirt
$ ,400,000
192ct Club Filled Bar Mixed Minis 52oz Pallet w/Skirt
$ ,000
$ ,000
TOTAL:
$ ,800,000
$ ,800,000
$ ,300,000
$ ,475,000
$ ,675,000
$ ,750,000
$ ,800,000

27. Next Steps Sell in the 2013 Superbowl Program!!
Ensure all Superbowl items are on display from December - February
Run features on the Superbowl program when possible
Utilize the Mars Sponsorship Activation site on Salesforce.com ( to request NFL assets or information in support of the Superbowl 2013 Program
Contact Derek Daugherty for additional requests
Don’t forget the Team Activation and custom opportunities through shopper marketing - NFL SHOP in-store program is flexible enough to create customizable opportunities and assets for top retail customers!
Utilize NVISION for the exciting POP/POS materials available!
Be ready for the 2013 Super Bowl checkpoint due Sept. 5th in Cycle 10.

28. Appendix

29. Reinforce SNK & M&M’S brand story & expand reach among NFL fan base
NFL Strategy: Leverage the NFL sponsorship to create a ‘5th Season’ for MARS’ chocolate portfolio and our customers
Occasions
Translate NFL equities into ownable signature items to drive relevance in football occasions
Merchandising
Leverage NFL property to create retail experiences and drive customer differentiation
OBJECTIVE
Own the 4th quarter snack occasion by reinforcing relevance of MARS chocolate brands within consumers’ NFL game day repertoire
Affinity categories
Partner with NFL sponsors to create shopper inspired game day solutions and new RTM
Communication
Reinforce SNK & M&M’S brand story & expand reach among NFL fan base
Kickoff is 29

30. Superbowl 2012 Recap

31. NFLX Sponsorship - the fan zone experience at the Superbowl
Attendance
Super Bowl XLVI (Indy)
Super Bowl XLV (Dallas)
Friday, January 27: 16,142
Thursday, January 27: ,124
Saturday, January 28: 42,238
Friday, January 28: ,232
Sunday, January 29: 41,156
Saturday, January 29: 30,810
Monday, January 30: 18,858
Sunday, January 30: 32,415
Tuesday, January 31: 26,629
Wednesday, Feb 2: ,434
Wednesday, February 1: 28,688
Thursday, Feb 3: ,134
Thursday, February 2: 16,806
Friday, Feb 4: 13,872
Friday, February 3: 25,039
Saturday, Feb 5: 49,269
Saturday, February 4: 49,483
Sunday, February 6: 12,683
Total 265,039
TOTAL: 168,973

32. NFLX Sponsorship - the fan zone experience at the Superbowl
Superior Branding and Consumer interaction
2012 activation showcased Matthew Stafford and Robbie Gould autograph appearances at the SNICKERS® and M&M’s® activation spaces –signing autographs for NFLX attendees at the SNICKERS®/M&M’s®-branded NFLX Autograph Stage

33. NFLX Sponsorship - the fan zone experience at the Superbowl
SNICKERS® and M&M’s® brand ambassadors were present for all 9 days of NFLX activation and distributed nearly 150,000 pieces of product at Field Goal Kick and Let It Fly

34. Brand Exposure: Network Coverage
NFLX Sponsorship - the fan zone experience at the Superbowl
Brand Exposure: Network Coverage
Our activation spaces were perfectly placed at the Entrance to NFLX, giving fans a SNICKERS® & M&M’s®-branded welcome to the fan festival. In addition, this placement allowed us to gain invaluable additional exposure on the NFL Network via their studio coverage live from NFLX.

35. Game Day at Lucas Oil Stadium
NFL Pregame Tailgate
SNICKERS® branded the security stations at the pregame tailgate party and offered Mars Ice Cream products once inside

36. Game Day at Lucas Oil Stadium
SNICKERS® and M&M’s® brands had unmistakable presence at Lucas Oil Stadium! This included a takeover of the East Gate and Concourse at the venue.

37. Game Day at Lucas Oil Stadium
In addition to M&M’s® logo placement and replay features, the debut of the Ms. Brown commercial aired on the Lucas Oil Stadium Jumbotron!