Mars rolls out Indiana Jones snack campaign

McLEAN, Va. Mars Snackfoods U.S. has initiated a campaign in association with the new “Indiana Jones” movie.

To help launch “Indiana Jones and the Kingdom of the Crystal Skull,” Mars has created specially packaged M&M’s and Snickers candies and has developed an interactive Web site, as well as Indiana Jones print and TV spots.

The packaging of M&M’s new mint crisp chocolate candies features Indiana Jones-themed wrappers. A new flavor of Snickers has also been released [Snickers Adventure Bar] that contains added coconut and spice flavors. M&M’S cookie ice cream sandwiches and ice cream cones and Snickers ice cream bars will also have movie-themed packaging.

M&M’s and Indiana Jones fans can visit an interactive Web site at www.mms.com which has games that presents an online game, movie trailer and downloads, like themed wallpaper.

The M&M’s NASCAR race team will also have an “Indy”-themed car and plans to hold movie-related activities for guests at selected races.