National Consumer Film Contest Searching for America's Best Taste and Believe
Moments, $10,000 Prize
HERSHEY, Pa., March 13 /PRNewswire/ -- The Hershey Company has announced
that it is launching a new 360-degree marketing campaign for its popular candy
bar, Take 5. In addition to a full slate of TV commercials, the campaign will
offer in-theatre promotions, online advertising, an extensive sampling
program, "buzz" marketing as well as public relations. It is the first-ever
comprehensive campaign for the brand, according to Misha Jenkins, Marketing
Manager, The Hershey Company.
"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 360-degree marketing
campaign is designed to further enhance brand awareness as well as invigorate
trial. There are a total of six 15-second television 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."
"Consumers who try Take 5 tell us it is the greatest candy bar ever. The
360-degree Taste and Believe marketing campaign is designed to challenge all
consumers to decide for themselves," said John Staffen, Executive Creative
Director, Arnold Worldwide.
The television campaign debuts the week of March 13 on various national
and cable television 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. Consumers
can also enjoy an interactive Take 5 arcade crane game online at
http://www.thegreatestcandybarever.com .
To support the kick off of the Taste and Believe 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.
"The contest is designed to help consumers -- whether serious students of
the film industry, novice movie fans, or Take 5 enthusiasts -- try their hand
at commercial development," added Jenkins.
Participants can submit their video entries via mail to: Hershey's Take 5
Taste & Believe Film Contest, P.O. Box 677, Becker, MN 55308-0677. All
entries are subject to the official contest rules, available at
http://www.thegreatestcandybarever.com . For complete contest rules and
regulations, visit http://www.thegreatestcandybarever.com .
About The Hershey Company
The Hershey Company (NYSE: HSY) is a leading snack food company and the
largest North American manufacturer of quality chocolate and non-chocolate
confectionery products. With revenues of over $4 billion and more than 13,000
employees worldwide, The Hershey Company markets such well-known brands as
Hershey's, Reese's, Hershey's Kisses, Kit Kat, Almond Joy, Mounds, Jolly
Rancher, Twizzlers, Ice Breakers, and Mauna Loa, as well as innovative new
products such as Take 5 and Hershey's Cookies. In addition to its traditional
confectionery products, Hershey offers a range of products specifically
developed to address the nutritional interests of today's health-conscious
consumer. These products include sugar-free Hershey's, Reese's and York
candies, and PayDay Pro. It also markets Hershey's cocoa, Hershey's syrup and
other branded baking ingredients, toppings and beverages.
In addition, Artisan Confections Company, a wholly owned subsidiary of The
Hershey Company, markets such premium chocolate offerings as Scharffen Berger,
known for its high-cacao dark chocolate products, and Joseph Schmidt,
recognized for its fine, handcrafted chocolate gifts. Visit us at
http://www.hersheynewsroom.com .
SOURCE The Hershey Company
-0- 03/13/2006
/CONTACT: Deanna Killackey for The Hershey Company, +1-630-932-7927, or
Sue Karli of The Hershey Company, +1-717-534-7631/
/Web site: http://www.thegreatestcandybarever.com
http://www.hersheynewsroom.com /
(HSY)
CO: Hershey Company; Arnold Worldwide
ST: Pennsylvania
IN: ADV FOD REA TVN FLM
SU: PDT
JR-AM
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1024 03/13/2006 09:00 EST http://www.prnewswire.com
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