Hershey(R)'s Take 5(R) Launches 360-Degree Marketing Campaign Calling on Consumers to Taste and Believe(TM) That Take 5 Is the Greatest Candy Bar Ever

Hershey(R)'s Take 5(R) Launches 360-Degree Marketing Campaign Calling on Consumers to Taste and Believe(TM) That Take 5 Is the Greatest Candy Bar Ever

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

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/

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