• January 14, 2004

America Online and Masterfooods USA, a Division of Mars, Incorporated have formed a partnership designed to integrate elements of the "Great Color Quest" promotion, enabling consumers to be virtual participants in the nationwide hunt to return color to M&M'S. The partnership consists of a first-ever host-initiated rich media Welcome Screen experience featuring a major brand advertiser and the first coordinated multi-screen takeover effort, simultaneously running to coincide with the Great Color Quest promotion. Continuing through mid-March, the deal supports special promotions available across AOL's Channel Main screens and integrates elements of the offline initiatives - specifically announcing the discovery of the six winning bags of colored M&M'S. The online promotions, which began Jan. 14 and conclude Mar. 11, will also be available at www.mmsgreatcolorquest.com or through AOL Keyword: Color Quest. The campaign will also be supported with national TV, radio and print advertising.