Endorsement Deal Includes Sponsorship of U.S. Tour, Advertising, Consumer
Promotions and Development of Co-Branded Products as Hershey Sets Sights on
Growing Hispanic Market
HERSHEY, Pa., April 12 /PRNewswire-FirstCall/ -- Hershey Foods Corporation
today announced a multi-year partnership with Thalia Sodi, the Latin singer
and actress popular with millions of fans around the world, as part of its
strategy to tap into the fast-growing Hispanic market. The partnership, which
will bolster Hershey's presence within the Hispanic marketplace, includes
sponsorship of her upcoming U.S. tour, a Spanish-language advertising
campaign, consumer and retail promotions, and a new, co-branded Thalia line of
Hershey products designed to appeal to Hispanic tastes. The alliance with
Thalia also will support Hershey's marketing efforts in Mexico and Puerto
Rico.
"This unique relationship combines the heritage and power of Hershey's
iconic brands with Thalia's deep and genuine connection to the Latino
community," said Thomas K. Hernquist, Senior Vice President and Chief
Marketing Officer, Hershey Foods Corporation. "It's a perfect pairing that
will form the centerpiece of Hershey's Hispanic marketing efforts in the U.S.
and that will represent our largest effort so far to reach this important
consumer segment.
"With over 40 million Hispanics influencing all areas of American culture
... from food to music to fashion ... and purchasing power of $630 billion,
the U.S. Hispanic market represents a tremendous growth opportunity for
Hershey Foods," continued Hernquist. "We are truly excited about Thalia and
Hershey joining together as we work to build brand awareness and a preference
for Hershey's brands with this fast-growing, dynamic population."
"I love Hershey's chocolate, especially Kisses, which are my favorite,"
said Thalia. "It is a privilege for me to be part of the Hershey family and I
really look forward to developing a new line of candy products inspired by the
favorite flavors from my culture. I can't wait to get started."
The Hershey/Thalia Partnership
To kick off the partnership, Hershey will sponsor Thalia's U.S. tour. The
tour, which launches May 4th in New York City, follows the February release of
her Greatest Hits compilation chronicling her decade as a singer and
performer.
Hershey also will create a multi-million-dollar advertising campaign
featuring Thalia in Spanish-language print and television ads. The TV spots
are scheduled to begin airing this summer on national Spanish-language media
outlets for its flagship Hershey's brand. Hershey also will profile Thalia in
advertising to support the upcoming launch of its Hershey's Kisses filled with
caramel.
As part of this agreement, Hershey and Thalia also will unveil a new line
of co-branded, Latin-inspired candies this fall. The product line will be a
"Latin Flavor Twist" on some of Hershey's most popular brands. The new
variations will include "chili"-based flavors and "dulce de leche" fillings
which appeal to the palates of many Hispanic consumers.
This partnership is being managed by Thomas D. Mottola, who is responsible
for negotiating the arrangement with Hershey's and will be directing the
strategic marketing execution on behalf of Thalia. Said Mottola, "I have long
been a supporter of Hispanic culture from the work I have done in the music
industry. With music being such a passionate and emotional communication
tool, relationships such as this reach consumers in a credible, relevant and
naturally synergistic manner. It is rewarding to see Hershey embrace the
Hispanic market, and illustrate its commitment to the community through
partnerships with icons like Thalia."
About Thalia
Thalia is a reigning force in Latin music. Her 2002 self-titled album
ranked number one on both the Latin Albums and the Latin Pop Albums charts in
Billboard for six weeks. The album went multi-platinum in the U.S. and
produced three #1 Latin singles. In recognition of her accomplishments,
Thalia earned two Billboard Latin Music awards -- Best Female Pop Album of the
Year and the People's Choice Award. The following year's collection, also
titled Thalia, marked her English-language debut.
Named one of People en Espanol's 25 Most Beautiful People in 2002 and
2003, Thalia's widespread appeal, which is especially strong in the Latino
market, has resulted in a successful product line that includes clothing, home
furnishings, footwear and accessories with a major U.S. retailer.
Thalia Ariadna Sodi Miranda was born August 26, 1971, in Mexico City,
Mexico. She has enjoyed a successful career as an actress and pop singer.
Thalia exploded onto the scene more than a decade ago as a popular soap opera
star in the "Maria" trilogies, the last of which was watched by more than a
billion people worldwide and still ranks as the most-watched television show
in Univision network history. Thalia also launched this week a self-titled
lifestyle magazine, Thalia, published by Weider Publications. Thalia and her
husband, Tommy Mottola, reside in New York City.
About Hershey Foods Corporation
Hershey Foods Corporation (NYSE: HSY) is the leading North American
manufacturer of quality chocolate and non-chocolate confectionery and
chocolate-related grocery products. Some of the company's most popular
products include Hershey's, Reese's, Hershey's Kisses, York, Almond Joy,
Mounds, Jolly Rancher, Twizzlers, Swoops, Hershey's cocoa, and Hershey's
syrup. The company also is a market leader in the gum and mint category, with
such well-known brands as Ice Breakers, Liquid Ice, Breath Savers, Koolerz,
and Bubble Yum.
SOURCE Hershey Foods Corporation
CONTACT: Christine M. Dugan of Hershey Foods, +1-717-508-3238 or
cdugan@hersheys.com, or Heidi Eusebio of Edelman, +1-212-704-4469 or
heidi.eusebio@edelman.com, for Hershey Foods
Web site: http://www.hersheys.com
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