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M&Ms and NASCAR search for most colorful fan

BY Alaric DeArment

HACKETTSTOWN, N.J. M&Ms Racing and NASCAR announced Monday that they would reintroduce “The Most Colorful Fan of NASCAR” contest, between June 8 and Oct. 11.

The contest allows NASCAR fans to upload their most eye-catching photos to NASCAR.com. Each week will have winners who receive NASCAR-themed prizes. Five finalists will win trips to the Ford 400 in Homestead, Fla., in November and $100 gift cards for The Home Depot. The final winner will receive a VIP trip for two to the Richard Petty Driving Experience and a Tissot wristwatch.

M&Ms, a brand of Mars North America, has been involved with NASCAR for 18 years. Headquartered in Mount Olive, N.J., Mars has annual sales of more than $7 billion.

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MillerCoors announces new top appointments

BY Alaric DeArment

NEW YORK MillerCoors, a joint venture between SABMiller and Coors Brewing, has appointed Andy England as chief marketing officer.

England became chief marketing officer of Coors Brewing in January 2006 after stints as vice president and general manager of snacks at Hershey Foods and as category vice president at Cadbury Schweppes’ Dr Pepper and 7Up unit.

Miller Brewing chief executive officer Tom Long will become president and chief commercial officer of MillerCoors, while the new partnership’s chief-executive position will go to Molson Coors chief executive officer Leo Kiely.

The joint venture, which antitrust regulators approved Thursday, is expected to increase competition for Anheuser-Busch, the largest brewer in the U.S. and second largest in the world in terms of sales. Some industry experts have speculated that Anheuser-Busch could come under pressure to mount a similar venture with Belgian brewer InBev, according to Bloomberg. InBev replaced Anheuser-Busch as the world’s largest brewer in 2006.

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Consumers get to vote on new Mountain Dew flavor

BY Alaric DeArment

NEW YORK American voters don’t get to try out political candidates for a trial run, but things will be different for Mountain Dew drinkers.

PepsiCo, which manufactures Mountain Dew, will put three new flavors on shelves for a trial run lasting 12 weeks. The one that voters at www.dewmocracy.com like the best will remain. People in Los Angeles can also vote with a large billboard; after sampling the flavors, they can shoot a paintball at the one they like the best as a television shows a tug-of-war between the three flavors.

The test flavors are Voltage, with raspberry and citrus flavors, Revolution, with berry flavors, and Supernova, with strawberry and melon flavors. All three include ginseng.

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