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Hershey Foods Announce Multi-Year Partnership with
Latin Superstar Thalia to expand presence in Hispanic Market
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  April
12, 2004 -- HERSHEY, Pa. -- 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."
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