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The Hershey Co. will be a promotional partner forThe Dark Knight, the Batman sequel from Warner Bros., planned for theaters July 18, 2008.
The movie's images will invade Special Edition Reese’s Peanut Butter Cups, Reese’s Pieces candy and Kit Kat bars, available at retail beginning in June.
The Reese’s brand will lead the promotion and offer consumers two Special Edition bat-shaped products: Reese’s Milk Chocolate Peanut Butter Bats and Reese’s Dark Peanut Butter Bats. Special Edition Reese’s Pieces Candy will feature Batman-colored candy and Special Edition Kit Kat Dark Knight Bars will feature an engraved Bat Signal on standard and king size bars.
The Batman promotion will feature prizes and will be supported by in-store merchandising and a multi-million-dollar advertising campaign.