M&M'S' Peanut Chocolate Candies Powers 25th Annual Peach Drop New Year's Eve Celebration

New Year's Eve in Atlanta is going to be nuts deliciously so. Today, Mars Chocolate North America and Underground Atlanta announced M&M'S Peanut will be the presenting sponsor of the "25 th Annual Peach Drop," an Atlanta tradition and the largest New Year's Eve celebration in the southeast.

New Year's Eve 2014 marks the official launch of the "Year of Peanut," an innovative, year-long integrated marketing campaign to celebrate M&M'S Peanut one of America's favorite candies since 1954. Although the year-long program will include awe-inspiring, mouth-watering activations from coast to coast, 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&M'S 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&M'S 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."

The 25 th Annual Peach Drop Powered By M&M'S Peanut takes place on Tuesday, Dec. 31 at Underground Atlanta and will feature a full day of activities and entertainment, including live performances throughout the day and night. And in one of the South's most beloved traditions, the event will culminate with the dropping of an 800-pound illuminated peach, which begins its descent just before midnight.

Beyond sponsoring the event, M&M'S Peanut is bringing a number of surprises to the party, 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 25 th 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&M'S partnership will bring to the 25 th anniversary of the largest New Year's Eve celebration in the Southeast."

To learn more about the 25 th Annual Peach Drop Powered by M&M'S Peanut visit www.peachdrop.com. Peach Drop is an Underground Atlanta signature event.

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