Mars' M&M Peanut Presents The NYE Atlanta Peach Drop

Mars Chocolate North America and Underground Atlanta announced M&M'S® Peanut will be the presenting sponsor of the "25th Annual Peach Drop," an Atlanta, Ga. 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. 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 U.S.’s 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 a prepared statement. "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 25th 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.