Mars completes Milky Way promotional tour

MCLEAN, Va. After two months on the road, Mars has wrapped up its Milky Way promotion, after handing out more than 285,000 candy bars.

As part of the touring promotion, the company decorated a 1970s-era station wagon (the Milky Way Wagon) and drive more than 6,500 miles, visiting states such as Colorado, Indiana, Illinois, Michigan and Wisconsin.

More than 98,000 coupons and 2,100 T-shirts were also given away. Visitors got the opportunity to take fantasy Milky Way Wagon and Trailer photos as well.

The program was geared towards driving home the Milky Way brand to the American target demographic, president of Stage Active Brand Marketing, Bob Petrosino, who worked on the campaign, said.

Additionally, the state-by-state tour celebrated the original Milky Way bar’s 85th birthday.