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Elvis Presley Candy

Elvis Presley Candy: Here is another new Elvis Presley product we found on the Advertising Age website: Elvis put deep-fried peanut-butter-and-banana-sandwiches on the map, but he is now getting the spotlight as Hershey Co. turns to the King to shake up Reese’s sales. A skinny, early Elvis is being used to promote sales of Reese’s candy. Coinciding with the 30th Anniversary of Elvis’s death next summer, Hershey will shimmy onto the shelf a limited-edition peanut-butter-and-banana-creme variety inspired by the rock ‘n’ roll legend.

The rollout will be accompanied by a significant promotional outlay. The push comes as part of Hershey’s effort to regain momentum for its brands, which have lost share to Mars during the last three months. Sales for Reese’s — No. 1 in the chocolate category — fell slightly during the last year to $412 million. And while many retailers question the appeal of the new flavour itself, the power of the pompadoured pop star is expected to bring attention to the item in stores.

”Even retailers who don’t do much with limited editions will with this one,” said an executive close to Hershey. In part, that’s because Hershey plans to promote it with far more pomp and circumstance than is typically put against its limited editions. Peanut-butter-and-banana-creme, which features Elvis (the skinny one) on package graphics, will include an under-the-label instant-win game offering a trip for two to Graceland. Other prizes include Elvis memorabilia and a limited-edition Elvis Nascar car.

Hershey will also place Elvis on the side of its Reese’s Nascar car and will tout the Elvis tie-in heavily with advertising, in-store efforts and a major public-relations outreach during August and September, especially during Elvis Week 2007, which will be held Aug. 11-19. Because 2007 represents the 30th anniversary of Elvis’ death, the event, according to the website of promoter Elvis Presley Enterprises, is expected to ”be the biggest, most exciting Elvis Week ever.”

Source: ElvisNews

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