HERSHEY SHIFTS BRANDS BETWEEN ROSTER SHOPS

DDB, Oglivy Switch Chocolates; North Castle Picks Up Ice Breakers

By Published on .

NEW YORK (AdAge.com) -- Hershey Foods, Hershey, Pa., said today it has realigned its ad agency assignments between roster shops WPP Group's Ogilvy & Mather, New York, and Omnicom Group's DDB Worldwide, New York.

Ogilvy will gain

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responsibility for Hershey's new Reese's FastBreak bar, formerly handled by DDB, and DDB will gain responsibility for Hershey's chocolate and chocolate with almonds bars, Hershey's Miniatures and Hershey's Nuggets, formerly handled by Ogilvy.

Hershey spent $13 million against FastBreak from January through May of this year, according to Taylor Nelson Sofres' CMR. 2001 media expenditures against Hershey bars totalled $16 million, while Hershey spent little against Miniatures and Nuggets.

Meanwhile, the candy maker awarded its Ice Breakers brand to North Castle Partners, Stamford, Conn. Hershey put $9 million against its Ice Breakers brand in 2001.

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