• by Karlene Lukovitz  @KLmarketdaily, July 28, 2008

No one can say that Mars Snackfood isn't making the most of M&M's sponsorship of the No. 18 Joe Gibbs Racing team and driver Kyle Busch in the Nascar Sprint Cup Series.

Capitalizing on Busch's winning streak this season (seven wins and 10 top-five finishes), Mars Direct Inc. is launching a new blend of personalized "My M&M's" candies featuring Busch. The blend includes yellow, brown, red and white candies (M&M Racing's signature colors) printed with Busch's face, autograph, car number and the message "Go Kyle!"

Fans can buy the candies online at mymms.com/racing or by calling a toll-free number. Price: $12.99 per seven-ounce bag, with a minimum of three bags. (Throw in a "classic red candy dispenser," and the price of the three bags jumps to $59.99.) Big Nascar families can economize with the five-pound bulk box, at $140.

My M&M's will donate $5,000 (128 standard orders' worth) to the Kyle Busch Foundation, which supports children's homes that provide safe, supportive environments.

In May, to tie in with Busch's birthday, Mars "presented" the driver with his own "Inner M" print ad. The Inner M ad series features celebrities demonstrating "how those who have found the M&M's inside themselves embrace the fun side of life."

The 2008 season marks Mars U.S.'s 15th year as a primary sponsor in Nascar's premiere division. Mars joined the series in 1990, running its first three seasons under the Snickers brand. After serving as an associate sponsor for four seasons, the company returned with the Skittles colors in 1997 and transitioned to M&M's in 1999. The Gibbs sponsorship will run for three years.