Hershey to use buzz marketing, Web for Take Five relaunch

03/13/2006 | Advertising Age (tiered subscription model)

Hershey Co. will be tapping the energy of some 69,000 buzz marketing "evangelists" and the power of the Web to relaunch its Take Five candy bar. Hershey will largely eschew traditional TV, a venue in which it spent $17 million on spots by Omnicom Group's DDB, New York, for the initial Take Five launch, in favor of a sampling program run by BzzAgent, Boston, and a Web game created by its new brand agency, Havas' Arnold, New York.

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