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The Hershey Co. is sponsoring the season-opening 2006 NASCAR Busch Series race at Daytona International Speedway next February, with the Hershey’s Kissables 300 race.
The Hershey’s Kissables 300 will feature a specially painted No. 29 Hershey’s Kissables Chevrolet fielded by Richard Childress Racing (RCR) and driven by Kevin Harvick.
Hershey’s new Kissables is miniature Kisses coated with a colorful candy shell, available in both single-serve and take-home packages. The launch of Hershey’s Kissables single-serve packaging will add a new dimension to the Kisses brand presence within the convenience store segment. Hershey’s Kissables will also launch in Canada and Mexico before the end of the year.
“We look forward to sharing the excitement of the Hershey’s Kissables new product launch with race fans during the most famous race weekend in sports,” said Jay Cooper, Hershey's vice president, chocolate.
In other racing news, Hershey and GM Good Wrench are primary co-sponsors of RCR's No. 29 Chevrolet Monte Carlo SS, also driven by Kevin Harvick, in the 2006 NASCAR NEXTEL Cup Series season.
Hershey, through its Reese’s brand, will be the primary sponsor for 12 races, including the Brickyard 400 at Indianapolis Motor Speedway.
“The Hershey Company is very excited to team up with such a great organization like GM Goodwrench,” said Bob Goodpaster, Hershey's vice president, integrated business intelligence and marketing services “We’ve worked very well with GM in the past and feel arrangements like this, involving major sponsors, are a wave of the future that will allow us to drive higher levels of racing performance and excitement for our race fans.
"The GM Goodwrench racing tradition, Richard Childress Racing and Kevin Harvick are perfect matches for The Hershey Co. and the Reese’s brand.”
The two companies first joined forces through the No. 29 team in 2001 when the Reese’s Fast Break candy bar was the sponsor at the season-ending race at New Hampshire International Speedway. In April 2004, Ice Breakers Liquid Ice was the sponsor of the No. 29 at Texas Motor Speedway and, this past August, Reese’s Big Cup was the sponsor at Bristol Motor Speedway.