Marketing and all things related

Hershey is preparing to re-launch its Take Five candy bar. The bar have five ingredients, as you might expect, but according to research, consumers were confused by a trial advertising pitch emphasizing pretzels, chocolate, peanuts, peanut butter and caramel. Instead, Hershey is turning to a simple Taste and Believe approach. Rather than concentrate on television advertising, Hershey is turning to BzzAgent, a Boston company that will use about 69,000 consumer evangelists to buzz the merits of new products. (These agents, selected from the target audience of 18 to 34 year olds, receive samples, and points toward other merchandise.) Hershey and the BzzAgents will bill the bar as “the greatest candy bar ever,” with a website titled, appropriately enough, thegreatestcandybarever.com. Ad Age has more. Marketing Blurb thinks this is a great idea. We’re going to bite on this one.