• Brandweek, BrandRepublic, Wednesday, June 2, 2010 10:07 AM

Mars is launching a new campaign for yet another extension of its M&M's line: Pretzel Chocolate Candies, Elaine Wong reports. The effort kicks off at 12:30 p.m. EST today with a performance by the "American Idol" finalists in New York City that can be viewed live on Facebook facebook.com/mms. Mars sponsors the "American Idol" 49-city summer tour.

The company says the launch is one of the biggest for the product in a decade. TV ads staring the Orange M&M "spokescandy" debut June 14; print will include general interest and entertainment titles.

In the ads, the Orange M&M becomes "extremely anxious and neurotic" when he discovers the pretzel within, says Mars spokesperson Ryan Bowling. "It's really funny."

Meanwhile, John Reynolds reports in BrandRepublic that Mars and the Football Association are considering legal action against Nestlé, which they believe has breached sponsorship rules in a World Cup ad for its Kit Kat brand.

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