M&M's Peanut to Power 25th Annual Peach Drop

Mars Chocolate North America’s M&M’s Peanut brand has been named the presenting sponsor of the 25th Annual Peach Drop, an Atlanta tradition and the largest New Year’s Eve celebration in the southeast.

The Peach Drop will take place on Dec. 31 at Underground Atlanta and will feature a full day of activities and entertainment, and -- as one of the South's most beloved traditions -- will culminate with the dropping of an 800-pound illuminated peach, which begins its descent just before midnight.

In addition to sponsoring the event, M&M's Peanut will unveil a number of surprises, 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.

"Georgia and M&M's share a passion for quality peanuts," said Roy Benin, chief consumer officer for Hackettstown, N.J.-based 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."

New Year's Eve 2014 marks the official launch of the "Year of Peanut," a year-long integrated marketing campaign to celebrate M&M's Peanut, which will include a series of activations nationwide.