said during the Summer Games, Ms. Vonn will provide commentary on
certain competitions, conduct polls, and respond to fans on social
media. The brand began promoting the push with Ms. Vonn on
"I couldn't be more excited to partner with the Reese's brand
for their Rio 2016 Olympic Games campaign and to 'go for it' like
only a Winter Olympian can this summer," Ms. Vonn said in a
statement. "I'm a very serious athlete and will continue to train
and pursue my Olympic Winter Games skiing goals, but this
partnership gives me a chance to show off my humor and highlight a
fun side that many people do not get to see on a regular
Arnold Worldwide is the creative agency on the Reese's project,
which comes as the brand gears up for the launch of Reese's Pieces
Peanut Butter Cups. A combined Arnold/Havas team is working on the
Hershey is using a lot of big-name Olympians in its first year
as a Team USA sponsor. Earlier this month, it added swimmer Michael
Phelps and soccer player Carli Lloyd to the team that promotes
jerky brand Krave.
Hershey's showcases Ms. Biles in one of its newest videos, a
two-minute "Hello From Home" spot that shows the gymnast receiving
letters stuffed into Hershey's chocolate bar wrappers.
Interestingly, the bars she receives do not appear to have the
Olympic-themed red, white and blue lettering Hershey's has been
using since the spring.
Separately, Ms. Biles is in marketing for Kellogg's, including an
appearance on boxes of Corn Flakes and Special K with Red
Hershey's is also featuring wrestling gold-medalist Jordan
Burroughs and Paralympic swimming gold-medalist Mallory Weggemann
in its campaign and is sponsoring Hershey, Pa. native David Nolan
in his push to make the swim team. Hershey's also has Olympic gold
medal gymnast Shannon Miller serving as a brand ambassador,
including having her at events in New York and Chicago earlier this
Hershey's U.S. advertising spending declined 13.8% to $637
million in 2015, according to the Ad Age Datacenter.