Locally branding a global brand (or vague mumblings about chocolate bars)

I believe it was Danny Sullivan that talked recently about seeing McDonald ads in the US "Supporting the US Olympic team", and McDonald ads in the UK "Supporting the British Olympic team". It looks like US company Mars is going that way with their new 'Believe' campaign, where they've even renamed the Mars Bar in the UK to the 'Believe' bar for the duration of the world cup, with the premise of the campaign being their support of the England team in Germany. Curiously enough I'm not seeing any mars products over here in the US supporting Sven's lads...

As an ex-pat, I've always wondered why the UK Mars Bar is the US Milky Way, and the UK Milky Way is the US 3 Musketeers, although apparently the US Mars Bar has now been renamed "Snickers Almond" (with the Snickers bar in the UK formerly known as the Marathon bar, renamed in '92 to match the rest of Europe). Strange, well at least I've found a shop nearby that sells Maltesers & Yorkie bars :)