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08 December 2013

M&Ms Peanut Unveiled as Peach Drop Presenting Sponsor, Promises Nutty Surprise at Midnight

Will the 25th edition of Atlanta's Peach Drop New Year's Eve celebration be known as the Nut Drop?

Underground Atlanta, which hosts the event, announced Friday that M&Ms Peanut will be the presenting sponsor of Peach Drop 2014.

M&Ms Peanut is using Atlanta's New Year's Eve celebration as the official launch of the "Year of Peanut," an innovative, year-long integrated marketing campaign to mark M&Ms Peanut 60th anniversary. According to Mars, the owner of M&Ms-brand candy, Atlanta is the perfect place to ring in the "Year of Peanut," considering peanuts have been the official crop of Georgia since 1995 and the state annually produces roughly half of the United States' yield – upwards of 1.7 million tons in 2012 according to the Georgia Peanut Commission.

"Georgia and M&Ms share a passion for quality peanuts," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "In fact, only 1 in 100 peanuts is lucky enough to find its way into a bag of M&Ms Peanut, so we think it's only fitting that we kick-off our exciting 2014 campaign in what many people consider the Peanut Capital of the U.S."

M&Ms Peanut is bringing a number of surprises to the Peach Drop, including a celebrity emcee and headlining performer, which will be announced later this month, as well as a unique "peanut addition" to the traditional peach drop at midnight.

"The 25th annual Peach Drop is an incredible, long-standing tradition and the perfect way to introduce 2014 as The Year of the Peanut," added Underground Atlanta President, Dan O'Leary. "As we get ready to ring in the New Year, we look forward to announcing the wonderful talent and sweet new additions this M&Ms partnership will bring to the 25th anniversary of the largest New Year's Eve celebration in the Southeast."