Hershey to appeal to Hispanic tastebuds

DSN Retailing Today, May 3, 2004

The Hispanic consumer's influence on the food industry keeps growing, with the latest initiative involving a partnership between Hershey and Latina singer Thalia Sodi.

Hershey's multiyear deal with Thalia entails development of co-branded candy products formulated to appeal to the Hispanic consumer, Spanish-language advertising for Hershey and sponsorship of Thalia's U.S. tour that begins this month. The licensing deal is the latest for Thalia, who already markets a clothing line for Kmart.

"This unique relationship combines the heritage and power of Hershey's iconic brands with Thalia's deep and genuine connection to the Latino community:' said Thomas Hernquist, senior vp and chief marketing officer at Hershey. "With over 40 million Hispanics influencing all areas of American culture ... from food to music to fashion ... and purchasing power of $630 billion, the U.S. Hispanic market represents a tremendous growth opportunity for Hershey Foods."

A multimillion-dollar advertising campaign for Hershey featuring Thalia in Spanish-language print and television spots will begin this summer. Hershey also will profile Thalia in advertising to support the launch of new Kisses filled with caramel.

This fail, Hershey and Thalia will unveil a line of co-branded candies featuring Latin-inspired flavor twists on some of Hershey's most popular brands. They will include chili-based flavors and dulce de leche fillings popular among Hispanics.

The broader variety of flavors available in candy should give Hershey an advantage in marketing to the growing consumer base. According to the National Confectioners Association, Hispanics account for more than 10% of U.S. candy consumption. In addition, the group consumes 20% more gum and breath fresheners than average. Candy popular among Hispanics include chocolate bars with almonds, intensely flavored products and confectionery with combination of flavors, such as hot and tangy.