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Mars ties with Tom Joyner in education fundraiser.

Mars Chocolate North America, through its Snickers Ice Cream brand, is partnering with the Tom Joyner Foundation to support black colleges during the 2010 Fantastic Voyage, the Foundation's annual seven-day, six-night fundraising cruise. The Fantastic Voyage, billed as the 'Ultimate Party with a Purpose," cruises the Caribbean with a shipload of musical performers to entertain the guests.

Founded in 1998, the Tom Joyner Foundation has focused on its primary mission of helping to keep students enrolled in Historically Black Colleges & Universities (HBCUs). The Foundation has raised more than $55 million to help keep students enrolled in black colleges and has assisted more than 14,000 students and worked with more than 100 HBCUs.

"We're excited about partnering with the Tom Joyner Foundation," said Jessica Graves, Mars Chocolate North America External Affairs. "We know that passengers on board the cruise were able to cool down with our Snickers Ice Cream. At the same time, we love the fact that the Foundation is doing great things, and we're glad we're a part of creating educational opportunities for students."

"I love the idea that Snickers Ice Cream is helping the Foundation to make a difference in students' lives," said Tom Joyner, chairman of the Tom Joyner Foundation and host of the nationally syndicated Tom Joyner Morning Show.

This is the third promotion by Mars for its ice cream brands in the past three months. In April Mars launched its "Chillin' at Training Camp" sweepstakes created to promote the Snickers Ice Cream Bar and in May the company announced the launch of its Dove Ice Cream Miniatures "My Mini Moment" contest. Mars has not previously been known for promoting its ice cream products so the three promotions suggest that a new strategy may be underway for the company.
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Publication:Ice Cream Reporter
Date:Jun 20, 2010
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