2. Table of Contents Executive Summary Consumer Insights and Actions
Moments Highlights
Singles Program Details
Lay Down Bags Program Details
Marketing Support
Program Merchandising Tools
Display Recommendation
Point of Sale Materials 2

3. SNICKERS® Super Bowl Ad!
Executive Summary
Super Bowl is the biggest at home party event of the year and Mars Chocolate Brands deliver!
Consumers have a chance to text ‘SNICKERS’ to win a trip to the Super Bowl, plus thousands of other instant win prizes!
Compelling 10% bonus offers on lay down bags and exciting Super Bowl promotional overlay motivates consumers to purchase, with Mars future consumption items positioned as the perfect addition for Super Bowl parties.
Super Bowl official sponsor displays help bring shoppers to Singles displays. Valuable tear pad offers on their favorite brands drives impulse purchases.
SNICKERS® is investing heavily in NFL support, including a
SNICKERS® Super Bowl Ad!
Performance Window
Last Order
First Delivery
Last Delivery
12/28/14 – 2/22/15
1/16/15
12/1/14
1/23/14 3 3

4. Super Bowl is the single most-viewed program, attracting the largest total audience
Source: Nielsen, Npower (basedon P2total audience) Superbowl XKLVII CBS Feb 13, Stanley Cup June 12, NBA Finals June 12, MLB World Series NOV 12, Academy Awards Feb 13, Grammy Awards Feb 13, London Summer Olympics Aug 12, NCAA Basketball April 13, BCS Title Jan 13 4 4

5. The Event, Usage Occasion and Category are a fit with consumers!
SUPERBOWL EVENT FACTS
The #1 at home party of the year with over 53 Million Households (over 160 million viewers )watching 1
More than 30 million pounds of snacks are consumed on Super Bowl Sunday - an average of $49 is spent on food and beverages for an at-home Super Bowl party
CONSUMER INSIGHT
84% of NFL fans eat chocolate2 and 73% of NFL fans purchased candy in the past 6 months3
A typical consumer spends $4.96 per chocolate snacking occasion4
Consumers see chocolate candy as a sweet treat served as a compliment to the main snacking table (salty snacks) or put out toward the end of the event ‘fourth quarter as candy time’3
The average football fan is 35% more likely to purchase a brand with an NFL logo associated with it
ACTION/OPPORTUNITY
Chocolate is an expandable category– Merchandise along other game day food to increase basket ring
53 Million Households x $4.96 average spend on Chocolate = +$260M opportunity for SUPERBOWL
1 Source: Nielsen N*Power 2 Source: Experian-Simmons-OneView, Spring 2012 NHCS Adult Survey 12-Month, Base: P18+ 3 Mars Snackfood Party Snacks Exploration 4 IRI Panel Report 5 5

6. SNICKERS® Super Bowl Ad!
The 2015 SNICKERS® Super Bowl Program is bigger and better!
What’s New in 2015:
SNICKERS® is giving away one of the most desired consumer prizes…a trip to the Super Bowl! Plus, thousands of other instant win prizes!
SNICKERS® NFL Marketing Support including...
New display designs feature disruptive cut outs and more space for branding that will catch shopper’s eyes as they move through the store!
Greater focus on the taste appeal of the SNICKERS® bar with attention-grabbing cross-section of the SNICKERS® Bar showing the delicious peanuts, caramel, and nougat that consumers love!
More focus on the NFL marks – the Lombardi Trophy and the NFL shield – as they attract consumer attention and makes them more likely to purchase.
SNICKERS® Super Bowl Ad! 6

7. Lead with SNICKERS® in NFL Programs!
SNICKERS® is the lead brand in the NFL sponsorship and invests significantly in media support, including NFL television, to drive awareness and velocity!
Consumers have told us that SNICKERS® has a role on game day
47% of consumers say they are open to bringing SNICKERS to game day1
Consumers are open to bringing SNICKERS® to game day parties because of its slightly more “hearty” impression and its fit with football, specifically the NFL2
Ensuring both immediate and future consumption items are
on the floor for game day!
1. The Candy Dish i°Community: Snickers® NFL Exploration Sept SNICKERS® NFL Exploration Research Feb. 2012 7
*Investment increase captures total season – Kickoff through Super Bowl

8. Prizing Details
Consumers will be encouraged to text ‘SNICKERS’ or enter on to instantly win one of over 100,000 prizes! They will also be automatically entered into an instant-win sweepstakes for a trip to the Super Bowl!
PRIZES!
Sweepstakes Grand Prize: Trip to 2016 Super Bowl
Instant Win Prizes
500 - $75.00 NFL Merchandise
1,000 - $25.00 VISA
10,000 SNICKERS® /NFL Candy Bowls
100,000 Coupons redeemable for FREE SNICKERS® (1.76 – 1.86 oz.) 8 8 8

9. Singles Program Details
The Mars NFL program will utilize a two-pronged value offer incenting consumers to make Mars iconic chocolate brands part of their impulse basket ring!
Consumers can text to WIN a trip to the Super Bowl and thousands of other instant win prizes!
In addition, to further stimulate consumer purchase, select Singles displays will ship with coupon tear pads pre-assembled on the display.
Item #
Display Description
Exp. Date
# of sheets per tear pad
# of tear pads per display
Total # sheets
300041
180 Ct Filled Bar Singles MiniWing
5/30/2015 15 4 60
300286
192ct Snickers Sharing Size Floorstand/Powerwing 50 1
300037
144ct Snickers Singles Floorstand/Powerwing
300272
1056ct Mixed Singles 1/4 Pallet 1056 CT 75 2
150
300265
1020ct Mixed Singles Super Shipper
TEXT TO WIN A TRIP TO THE SUPER BOWL (On Displays) Incents consumers with a chance to WIN exciting prizes– including valuable Coupons for MARS products to drive purchase. 9 9

10. Future Consumption Program Details
Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the event for dessert1.
The Mars Super Bowl program will utilize a three-pronged value offer on FC incenting consumers to make our iconic chocolate brands part of their game day ritual. 1 2 3
Text to Win a Trip to the Super Bowl
(On displays) Incents consumers with a chance to win a trip to the Super Bowl plus thousands of instant win prizes!
10% Bonus Bags With promotion Minis 10% Bonus Bags drove >100% incremental sales in each week leading up to the Super Bowl and >300% incremental sales week of the game2!
FSI $1.50 off 2
Future Consumption FSI offer $1.50 of the purchase of two Mars Chocolate items. Drops 1/11/15.
1 Mars Snackfood Party Snacks Exploration, July Sequoia Inc. price impact models from 2011 IRI data 10 10

11. Program Merchandising Tools
Singles Display Vehicles

12. Program Merchandising Tools
Program Priority Display
10.125”
12.125”
3.625”
12.19”
47.47”
20”
TEAR PAD
$.50 off 2
1-50ct sheet
FPO
SNICKERS® Brand Singles Floorstand / Powerwing
(with tear pad)
144 Count
ZREP:
FERT:
Contains:
72 Count SNICKERS® Bar, 1.86 oz.
36 Count SNICKERS® Peanut Butter Squared Bars, 1.78 oz.
36Count SNICKERS® Almond Bars, 1.76 oz. .
SNICKERS® Brand Singles Counter Unit
72 Count 2/Case
ZREP:
FERT:
Contains:
72 Count SNICKERS® Bars, 1.86 oz.
Graphics subject to change

13. Program Merchandising Tools
Moment Priority Display
19”
43.688”
13.188”
Mixed Super Shipper
(with tear pad)
1,020 Count
ZREP:
FERT:
Contains:
240 Count M&Ms® Peanut Singles 1.74oz
144 Count M&Ms® Milk Chocolate Singles, 1.69oz
72 Count SNICKERS® Almond Singles PV, 1.76oz
72 Count 3 Musketeers Singles, 1.92oz
72 Count Milky Way Singles, 1.84oz
240 Count SNICKERS® Singles, 1.86oz
180 Count TWIX® Singles, 1.79oz.
TEAR PAD
$.50 off 2
2-75ct sheet
Graphics subject to change

14. Program Merchandising Tools
Program Priority Display
TEAR PAD
$.50 off 2
4-15ct sheet
4.44”
23.22”
7.84”
Mixed Singles Miniwing
(with tear pad)
180 Count
ZREP:
FERT:
Contains:
45 Count SNICKERS® Bar, 1.86 oz.
20 Count Twix® Brand Caramel Cookie Bars, 1.79 oz.
13 Count 3MUSKETEERS® Bar, 1.92oz.
12 Count Milky Way® Bar, 2.05oz
54 Count M&M’S® Peanut, Singles, 1.74oz
36 Count M&M’S® Milk Chocolate, Singles, 1.69oz
Graphics subject to change

15. Program Merchandising Tools
Moment Priority Display
20”
43.938”
24”
Mixed Singles Quarter Pallet
(with tear pad)
1,056 Count
ZREP: 300272
FERT:
Contains:
288 Count SNICKERS® Brand Singles, 1.86 oz.
72 Ct SNICKERS® Brand Almond Singles, 1.76 oz.
144 Count TWIX® Brand Singles, oz.
192 Count M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.
144 Count M&M’S® Brand Milk Chocolate Candies, 1.69 oz.
108 Count MILKY WAY® Bar Singles, 1.84 oz
108 Count 3 MUSKETEERS® Bar Singles, 1.92 oz
TEAR PAD
$.50 off 2
2-75ct sheet
Graphics subject to change

16. Program Merchandising Tools
17”
48.14”
22.13”
Moment Priority Display
TEAR PAD
$.75 off 2
1-50ct sheet
12.5”
 SNICKERS® BRAND 2-To-Go Floorstand / Powerwing
(with Tear Pad)
192 Count
ZREP:
FERT:
Contains:
192 Count SNICKERS® 2-To-Go Bars, 3.29oz.
13.5”
3.94”
Mixed Sharing Size Counter Unit
48 Count 2/Case
ZREP:
FERT: M
Contains:
24 Count SNICKERS® 2-To- Go Bars, 3.29 oz.
24 Count M&M’S® Peanut KS, 3.27oz
Graphics subject to change

17. Program Merchandising Tools
39.44”
57.44”
44.25”
Mixed Sharing Size PDQ Pallet
1,680 Count
ZREP:
FERT:
Pallet Contains:
72Count 3 MUSKETEERS® KS, 0.00oz
192Count M&Ms® Milk Chocolate Minis, MEGATUBE, 1.77oz
168Count M&Ms® Milk Chocolate, KS, 3.14oz
72Count M&Ms® Peanut Butter, KS, 2.83oz
288Count M&Ms® Peanut, KS, 3.27oz
144Count MILKY WAY® Bar, KS, 3.63oz
336Count SNICKERS® 2-To- Go Bars, 3.29 oz.
144Count SNICKERS® Peanut Butter Squared, KS, 3.56oz
264Count TWIX® Bars Carmel, KS, 3.02oz
Graphics subject to change

18. Program Merchandising Tools
Future Consumption Display Vehicles

19. Program Merchandising Tools
20”
58.13”
24”
Moment Priority Display
Mixed Miniatures Bonus Quarter Pallet 152 Count
ZREP:
FERT:
Contains:
64 Count SNICKERS® Brand Bonus Miniatures, 13 oz.
64 Count MINIS MIX™ Bonus, 12 oz.
24 Count TWIX® Brand Miniatures Bonus, 13 oz.
Graphics subject to change

20. Future Consumption – Minis Display Ready Case
17.5”
8.44”
Moment Priority Display
SNICKERS® Brand MINIS Bonus Bag Display Ready Case
13 oz.
32 Count Case
ZREP:
FERT: M
11.25”
17.5”
8.44”
11.25”
TWIX® Brand MINIS Bonus Bag Display Ready Case
13 oz.
24 Count Case
ZREP:
FERT: M
MINIS MIX™ Bonus Bag Display Ready Case
12 oz.
32 Count Case
ZREP:
FERT: M
17.5”
8.44”
11.25”
Graphics subject to change

21. Program Merchandising Tools
11.53”
10.84”
18”
M&M'S® Brand Milk Chocolate BONUS Display Ready Case
14 oz. 36 Count
ZREP:
FERT:
11.53”
10.84”
18”
M&M'S® Brand Peanut
BONUS Display Ready Case
12.7 oz. 36 Count
ZREP:
FERT:
Graphics subject to change

22. Program Merchandising Tools
11.25”
10.63”
17.75”
M&M'S® Brand Peanut Butter BONUS Display Ready Case
12.7 oz. 36 Count
ZREP:
FERT:
11.25”
10.63”
17.75”
M&M'S® Brand Pretzel BONUS Display Ready Case
14 oz. 36 Count
ZREP:
FERT:
Graphics subject to change

23. Program Merchandising Tools
20”
59”
24”
M&M’S® Brand Mixed Quarter Pallet
288 Count
ZREP:
FERT:
Pallet Contains:
144 Count M&M’S® Brand Peanut Chocolate Candies, 14 oz.
72 Count M&M’S® Brand Milk Chocolate Candies, 14 oz.
72 Count M&M’S® Brand Peanut Butter Chocolate Candies, 12.7 oz.
Graphics subject to change

24. Program Merchandising Tools
44”
48”
40”
M&M’S® Brand & Filled Bar Mixed XL SUP Full Pallet
264 Count
ZREP:
Item #
Pallet Contains:
84 Count M&M'S® Brand Peanut Chocolate Candies 42 oz. SUP
40 Count MIXED MINIATURES Variety Bag 40 oz. SUP  
60 Count M&M'S® Brand Milk Chocolate Candies 42 oz. SUP
36 Count M&M'S® Brand Peanut Butter Chocolate Candies 42 oz. SUP
20 Count SNICKERS® Brand Miniatures 40 oz. SUP 
24 Count TWIX® Miniatures 40 oz. SUP
Graphics subject to change

25. Program Merchandising Tools
Open Stock
M&M’S®Brand Milk Chocolate Candies
BONUS Open Stock
14 oz. 24/Case
ZREP:
FERT:
M&M’S®Brand Peanut Chocolate Candies
BONUS Open Stock
14 oz. 24/Case
ZREP:
FERT:
4.875”
4.875”
4.875”
4.875”
1.125”
0.75”
10”
10”
10.562”
10.562”
Graphics subject to change

26. Program Merchandising Tools
Open Stock
M&M’S®Brand Peanut Butter Chocolate Candies
BONUS Open Stock
12.7 oz. 24/Case
ZREP:
FERT:
M&M’S®Brand Pretzel Chocolate Candies BONUS Open Stock
10.9 oz. 12/Case
ZREP:
FERT:
4.875”
4.75”
8.75”
0.75”
10.5”
1.25”
Graphics subject to change

27. Point of Sale Materials
The following point of sale materials will be available in support of Super Bowl.
FPO
FPO
FPO
NFL Hex Bin (1/each)
Item: 52009
Size: ”x 32”
Header - 16” x 16”
NFL Dangler (10/pack)
Item: 52014
Size: 6.125” x 9” x 12”
NFL CCU - (5/pack)
Item: 52012
Size: 8.5“ x 9.5" x 11.75"
NFL Cling – (10/pack)
Item: 52013
Size: 6”x4”
FPO
FPO
NFL Poster (1/each)
Item: 52011
Size: TBD

28. Stickers Available for Application on Dump Bins
Point of Sale Materials
Stickers Available for Application on Dump Bins
Cowboys- NFL12S002
Texans - NFL12S003
Falcons - NFL12S004
Bengals- NFL12S006
Colts- NFL12S007
Steelers - NFL12S010
Giants- NFL12S001
NFL Sticker (5/pack)
All Team Stickers
Item: 52010
Size: 14” x 3.25”