Hershey's Taps Esports Stars to Promote Hershey-Reese's Candy Bar
*By Carlo Versano*
A generation ago, when a leading food brand wanted to debut a new product, it would seek out glitzy pop stars or professional athletes for marketing deals.
How sponsorships have changed.
After years of more traditional partners ー think Team USA ー Hershey's ($HSY) unveiled a deal to promote its latest creation, a combination Hershey-Reese's bar, with the help of two of esports' biggest names: DrLupo and Ninja.
Cheddar was at TwitchCon in San Jose, Calif. and got an early look at Hershey's first foray into esports and live-streaming from the company's head of integrated media, Charlie Chappell.
Chappell said the "mash-up of two of our greatest brands" was an ideal product to pair with the friends and sometimes teammates Ninja and DrLupo, two of the most popular streamers in the world. "What better way to introduce it," he said.
The sponsorship is the latest example of "non-endemic" brands, particularly in the snack food space, angling to get a piece of the red-hot esports market. Earlier this year, gummy favorite Sour Patch Kids inked a deal with the Overwatch league and PepsiCo's ($PEP) Doritos hosted a special sponsored event at TwitchCon this past weekend.
Chappell said the "combination" of Hershey's and well-known figures in esports was obvious to some ー while others required more explanation.
"We knew it would get a lot of attention from people," he said.
Hershey's is the maker of iconic candies like Kit Kat, Pay Day, Take 5, Twizzlers, and of course, Hershey's Kisses and Hershey's chocolate bars.
Financial terms of the sponsorship were not disclosed.
For full interview [click here](https://cheddar.com/videos/hersheys-partners-with-ninja-and-drlupo-in-esports-push).
Whether it’s a deepfake video of actor Tom Cruise discovering gum in a lollipop or President Joe Biden discouraging people from voting via telephone, you’ve likely come across a deepfake video, photo or audio recording.
Tensions in the South China Sea, Apple moving to India, and banning TikTok? The podcast ‘Face Off: The U.S. Versus China’ helps explain how we got here.
Cust2Mate is a leading innovator in retail technology, aiming to revolutionize the shopping experience. By implementing smart cart technology, the tech company addresses the issue of theft while enhancing the shopper's journey.
The Biden administration has unveiled a plan, Plan B, to address the student loan debt crisis. It offers to cancel up to $20,000 in interest for borrowers enrolled in income-driven repayment plans. This proposal aims to reset balances for those facing growing debt due to unpaid interest, benefiting low—and middle-income borrowers. An estimated 25 million borrowers are eligible for some form of interest forgiveness.
As we head into the second quarter, there’s an argument in favor of buying Boeing stock. Why? As one expert says, ‘there’s nowhere else to get planes.’
With inflation and prices still on the rise, it might be worth considering a carpool app. One of them, Singapore-based Ryde, just went public in the U.S.
