For the first time in over 10 years Mars, Inc.s iconic bite sized candy, Skittles will make its long- awaited return to NASCAR Sprint Cup series racing to sponsor Kyle Busch’s #18 Joe Gibbs Racing Toyota Camry.
Joe Gibbs Racing has a longstanding relationship with Mars, Inc, so the addition of the Skittles brand for 2014 seems like a winning combination. JGR has represented Mars, Inc.s world class brands like M&M’s, Snickers, and Doublemint gum with a tremendous amount of dignity since partnering up in 2008.
Kyle Busch will drive the Skittles Toyota Camry on March 2nd at Phoenix and follow it up with an encore on March 16th at Bristol. Two race tracks where Kyle Busch has tasted victory. The popular candy’s slogan is taste the rainbow, If Busch can get the Skittles car into the winner’s circle that would be one sweet victory.
“I am honored to help Skittles make a comeback to the NASCAR Sprint Cup Series”, said Busch upon hearing the news of a Mars,Incs expansion for 2014. The famous bit sized candies have become increasing popular over the past couple of weeks aided by Seattle Seahawks running back Marshawn Lynch’s ability to incorporate the brand into the Seahawks impressive Super Bowl season. And with super Bowl XLVIII set to kick off this weekend it’s only fitting a major announcement regarding the brands future marketing initiatives couldn’t have come at a better time.
The Skittles brand made its NASCAR debut back in 1997 with MB2 Motorsports. Drivers Derrike Cope, Ernie Irvan, and Ricky Craven represented the brand from 1997-1999 all driving for MB2.
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