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The Hershey Co. is honoring NASCAR racing legend Dale Earnhardt by introducing four Collector Edition bars featuring iconic images of Earnhardt and the stylized #3 emblem he made famous.
Packaging for the Collector Edition bars will showcase one of four different Earnhardt images, including three individual portraits spanning his career and one image of the Richard Childress Racing #3 GM Goodwrench car that Earnhardt raced to victory lane in the 1998 Daytona 500.
The Collector Edition Dale Earnhardt bars will be available in four varieties, including two Hershey’s Milk Chocolate bar designs, one Hershey’s Milk Chocolate with Almonds bar design and one Kit Kat wafer bar design. Packaging will feature facts about the NASCAR racer and will be redeemable for unique Earnhardt merchandise. Hershey will invite consumers to make a donation to The Dale Earnhardt Foundation through an online charity event.
Dale Earnhardt, often credited as a major factor in the rise of the sport’s popularity, was a seven-time Winston/Nextel Cup champion and is tied for the most individual titles in racing history. He was the winner of 76 NASCAR Cup races and finished in the top 10 at 417 NASCAR Cup races throughout his career.
The Hershey Dale Earnhardt promotion will run January through May 2008 and will be supported at retail with in-store, custom merchandising.