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As the upcoming NFL football season kicks off, the M&M's brand is offering fans a chance to take part in their own draft by selecting their favorite M&M's flavor.
Through May 19, fans can visit the M&M's Racing Facebook page and share which flavor they would draft – M&M's Peanut, M&M's Peanut Butter or M&M's Pretzel – with the most popular variety to be featured on the paint scheme of No. 18 M&M's Toyota during the NASCAR Sprint Cup Series in Pocono, Pa., on June 8.
M&M's has also enlisted legendary football coach and stock car team owner Joe Gibbs to take part in the promotion and rally fans around the three flavors. Gibbs is founder of Joe Gibbs Racing, which fields the No. 18 M&M's Toyota piloted by driver Kyle Busch.
"I've participated in many memorable drafts during my coaching career, but this ranks as one of the toughest picks I've ever had to make," said Gibbs. "I love M&M's Peanut, M&M's Peanut Butter and M&M's Pretzel, and the coach in me can't wait to see who the fans select as number one."
"NASCAR has some of the most passionate fans in sports, and they love feeling like they are part of the M&M's Racing team," noted Seth Klugherz, senior director, M&M's Chocolate Candies at Hackettstown, N.J.-based Mars Chocolate North America. "M&M's Peanut, Peanut Butter and Pretzel are all fan favorites, but the M&M's Racing NASCAR Draft will let one flavor take the bragging rights of being NASCAR royalty."
The new promotion is part of M&M's 2014 "Year of Peanut" campaign.