Snacks & Candy

Hershey Takes SSA Honor

Also launches Take 5 marketing campaign

DAYTON, Ohio -- Robert Pillischafske, O.J. Smith, April Mattin, Shaun Morgan and Dave Onorato were honored recently in Dayton, Ohio, where The Hershey Co. received Speedway SuperAmerica's Vendor of the Year award. Also attending from Hershey were Chris Baldwin and Dan Vucovich.

In other Hershey news, the company has launched a 360-degree marketing campaign for its Take 5 candy bar. In addition to a full slate of TV commercials, the campaign will offer in-theater promotions, online advertising, an extensive sampling program and buzz marketing, as well [image-nocss] as public relations. It is the first-ever comprehensive campaign for the brand, according to Misha Jenkins, marketing manager. We have powerful momentum behind Take 5, said Jenkins. Through a number of creative vehicles, our new campaign will reach both niche and a broad markets in an exciting and memorable fashion.

Created by New York-based Arnold Worldwide, the campaign is designed to build brand awareness as well as invigorate trial. There are a total of six 15-second TV spots that feature playful scenarios that describe consumers' love for Take 5 and how far they might go to get one. In one version, two friends sit on a ski lift in the mountains. When an attempt to open a Take 5 bar results in the candy bar dropping to the slope below, the friends, along with other skiers on the lift, jump off in a race to be the first to capture the Take 5 bar. The voiceover then goes on to ask the question, Gravity? Or The Greatest Candy Bar Ever? The ad culminates in a single voiceover declaring, Take 5. Taste and Believe.

The TV campaign debuted this week on various national and cable networks including NBC, CBS, UPN, SPIKE, Comedy Central and TNT. Additional campaign promotional elements, including movie theater sampling and online advertisements, will launch throughout 2006.

To support the kickoff of the ad launch, Take 5 will be encouraging consumers to participate in a nationwide film contest that celebrates the brand. Beginning April 17 through July 31, aspiring filmmakers and consumers nationwide will be asked to submit their own Taste and Believe commercial (up to 60 seconds in length) showcasing the great length they and their friends would go to get a Take 5 bar. The ultimate winner will receive $10,000. Four runners up will each receive $500.

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