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    New Advertising Strategy For Hershey

    Candy company switches agencies for chocolate and non-chocolate.

    To better capitalize on changing consumer and media trends, The Hershey Co. has hired Arnold Worldwide and expanded its relationship with North Castle Partners, shifting away from Ogilvy & Mather and DDB.

    Hershey appointed Arnold Worldwide to create fully integrated advertising and marketing programs for its core chocolate brands, including Hershey's, Reese's, Hershey's Kisses, Take 5, York and Kit Kat. Arnold is known for building brands through multi-faceted programs that include broadcast, print, design, interactive, direct, promotions and public relations.

    North Castle Partners will provide fully integrated marketing programs for all of Hershey's refreshment and sugar confectionery brands, including Ice Breakers, Twizzlers and Jolly Rancher; key snack brands, including Hershey's Cookies and Snack Barz; and the newly acquired Scharffen Berger and Joseph Schmidt premium chocolates brands.

    "In recent years, Hershey's marketing strategy has delivered consistent marketplace results through extensive innovation and seamless, experiential marketing programs," said Tom Hernquist, Hershey's senior vice president, president U.S. confectionery. "The changes we are implementing will help Hershey further build its brands and drive growth by connecting with consumers across a full range of touch points and media, including the Internet, public relations, consumer promotions and interactive communications."

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