Hershey Foods Announces Partnership With Latin Superstar Thalía.

Hershey Foods Corporation 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.