Milky Way teams up with Rainbolt to celebrate the brand’s 100th anniversary

This year, MILKY WAY^®, part of Mars, is celebrating its 100^th anniversary. For a full century, candy lovers have enjoyed the perfect combination of fluffy malt-flavored nougat with creamy caramel, enrobed in a rich milk chocolate coating.

The MILKY WAY bar was first introduced to the public in 1924 as “A Chocolate Malted Milk in a Candy Bar” after a serendipitous milkshake stop at a roadside diner in Minneapolis, Minnesota. Over the last century, the brand’s offerings have expanded to include the classic MILKY WAY bar in various sizes, MILKY WAY Midnight Dark Chocolate bars, MILKY WAY Cookie Dough bars and MILKY WAY ice cream bars.

“A century of MILKY WAY is a historic milestone and one we’re proud to celebrate at Mars,” said Martin Terwilliger, Marketing Vice President, Mars Wrigley North America. “We take pride in inspiring moments of everyday happiness all over the world through our portfolio of brands, and MILKY WAY is an essential part of that, reminding people in such a fast-paced world to slow down and experience the joy of the moment.

In honor of the momentous milestone, MILKY WAY is awarding those who unplugged and “took the MILKY WAY” this year.

Now through October 16, chocolate lovers are encouraged to post a photo on Instagram showing their favorite outdoor destination where they slowed down and enjoyed their travels, and Rainbolt – a social media personality known for his “geo-guessing expertise – will identify where the photos were taken. People can post their photos, tagging @milkywaybar and @georainbolt and using #MilkyWay100Contest, and three finalists’ photos will be selected for Rainbolt to “geo-guess.” The three finalists that are selected will win $5,000 and 100 MILKY WAY bars.

For full contest details, official rules and eligibility restrictions, visit https://milkyway.promowatchrewards.com/rules.