Hershey Chocolate USA will introduce nationally line extensions to two brands, and M&M/Mars will launch a cross-branding ad campaign for all its miniature candy bars.
The Hershey introductions will include a tie-in with McDonald's Corp., which will distribute samples of the candies on 25.5 million trays and promote them via 12,000 in-store posters.
MARS EFFORT BY BBDO
The Mars cross-branding campaign will be created by M&M's agency BBDO Worldwide, New York, even though it spans all Mars' miniature brands, including Milky Way, handled by D'Arcy Masius Benton & Bowles, St. Louis.
The efforts from the candy rivals could rack up $25 million or more in advertising by the end of the year.
Hershey is expected to spend at least $10 million to launch Reese's Crunchy Cookie Cups Miniatures, beginning in September, the third Reese's extension in about a year. The marketer came out with Reese's Crunchy Cookie Cups in January 1997, followed by Reesticks this February.
Ogilvy & Mather, New York, handles the Reese's line.
Hershey's second introduction will tie in with McDonald's, a co-promotion involving two new flavor extensions of the Hershey's Nuggets line -- Creamy Milk Chocolate With Toffee Almonds and Dark Chocolate With Almonds.
`AMERICA'S NEWEST FAVORITES'
Marketing plans call for national TV, including a 30-second spot to run 100 times from Aug. 31 through Sept. 12, also from O&M. The tagline under consideration: "America's newest favorites."
A free-standing newspaper insert will run Sept. 13 and promote McDonald's charity, Ronald McDonald House.
Hershey spent $8.3 million in measured media on Nuggets last year, according to Competitive Media Reporting.