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HERSHEY, Pa. - Hershey Foods Corp. today announced a multi-year partnership with Thalia Sodi, the popular Latin singer and actress, as part of its strategy to tap into the fast-growing Hispanic market.
The partnership includes sponsorship of Thalia's 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, s.v.p. and chief marketing officer, Hershey Foods Corp. "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 more than 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."
To kick off the partnership, Hershey will sponsor Thalia's U.S. tour, which launches May 4 in New York City. 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, including chili-based flavors and dulce de leche fillings.