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Hershey Foods Corp. has signed a multi-year deal with Thalia, a popular Latin singer, to help drive sales in the Hispanic market.
The deal includes sponsorship of her upcoming U.S. tour, which begins May 4 in New York City. The tour follows the February release of her Greatest Hits album.
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| Thalia |
"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," said Thomas K. Hernquist, senior VP and CMO for Hershey Foods.
A multi-million ad campaign will feature the singer in Spanish-language TV and print ads set to begin airing this summer to support the flagship Hershey's brand. Ads for Hershey's upcoming debut of its caramel-filled Kisses will also include Thalia.
A new product line, Latin Flavor Twist, will launch this fall. The co-branded candies will include some of Hershey's most popular brands and come in flavors attractive to Hispanics such as chili-based or with dulce de leche, or sweet cream, fillings.
The 32-year-old was born in Mexico. Her 2002 self-titled album ranked No. 1 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 No. 1 Latin singles. She was named one of People en Espanol's 25 Most Beautiful People in 2002 and 2003.
The alliance supports Hershey's marketing efforts in Mexico and Puerto Rico.
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