What’s Not to ‘Love’?

Mars Chocolate North America’s Snickers brand has introduced a Facebook “Love Button” application that enables fans to display their true feelings for the tasty treat by upgrading their “Likes” to “Loves.”

The “Love Button” is just one of the promotional tools marking the launch of Snickers Peanut Butter Squared, which adds peanut butter to the classic Snickers bar ingredients of peanuts, caramel, nougat and milk chocolate.

Consumers can now elevate Facebook pages they “Like” to “Love” status, and then share their heightened emotion with friends via their Walls. Fans of the Snickers Facebook page will also receive a fan-generated list of the most popular pages, content or comments upgraded from “Like” to “Love.”

“Snickers Peanut Butter Squared will inspire more than ‘like,’” said Debra A. Sandler, chief consumer officer for Hackettstown, N.J.-based Mars Chocolate North America, a division of Mars Inc. in McLean, Va. “Fans everywhere have made it clear that sometimes they want to do more than just ‘Like’ something, so we created a way for people to express their new-found passion for Snickers Peanut Butter Squared and everything else they love on Facebook.”