SNICKERS Kicks Off New Advertising Campaign at Super Bowl XLIV

Hackettstown, N.J., February 6, 2010 -- Mars Chocolate North America has announced that its SNICKERS Brand "will satisfy fans' hunger for a laugh" with its new advertising campaign that debuts during the first commercial break of Super Bowl XLIV.

The first spot of the campaign, called "Game," features recent Screen Actors Guild Life Achievement Award winner Betty White and acting icon Abe Vigoda. The spot proves that "you're not you when you're hungry," and reminds consumers that SNICKERS continues to satisfy hunger. Following this debut, a second spot called "Divas" will air in late February featuring international superstar Aretha Franklin, among others.

"There's no better environment to introduce Snickers new advertising campaign than the Super Bowl, with its massive and truly engaged audience," said Carole Walker, vice president of integrated marketing communications at Mars Chocolate North America. "The brand's new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game."

The new campaign, which will include a series of print, television, cinema and digital advertisements, was created by BBDO New York. Additional advertisements will begin appearing in late February 2010.