HispanicBusiness

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--(HISPANIC PR WIRE)--April 12, 2004--Hershey Foods Corporation today announced a multi-year partnership with Thalía 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 Thalía line of Hershey products designed to appeal to Hispanic tastes. The alliance with Thalía 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 Thalía’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 US 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 Thalía 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 Thalía. “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/Thalía Partnership

To kick-off the partnership, Hershey will sponsor Thalía’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 Thalía 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 Thalía in advertising to support the upcoming launch of its Hershey’s Kisses filled with caramel.

As part of this agreement, Hershey and Thalía 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 Thalía. 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 Thalía.”

About Thalía

Thalía 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, Thalía 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 Thalía, marked her English-language debut.

Named one of People en Español’s 25 Most Beautiful People in 2002 and 2003, Thalía’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.

Thalía Ariadna Sodi Miranda was born August 26, 1971, in Mexico City, Mexico. She has enjoyed a successful career as an actress and pop singer. Thalía 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. Thalía also launched this week a self-titled lifestyle magazine, Thalía, published by Weider Publications. Thalía 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.