Hershey’s is paying homage to NASCAR legend Dale Earnhardt with collector’s edition Hershey’s and Kit Kat candy bars, and is incenting fans to buy them with a rewards overlay.
The chocolate-maker this month gave its Hershey’s Milk Chocolate, Hershey’s Milk Chocolate with Almonds and Kit Kat bars a makeover, rolling out four special edition wrappers featuring Earnhardt’s image and No. 3 car. Each bar is molded with the former racer’s image, signature or No. 3 branding.
People can redeem the wrappers for special Earnhardt merchandise. Five proofs of purchase can be exchanged for Hershey’s/Earnhardt-branded soft sided cooler and 20 wrappers be turned in for a special edition Earnhardt poster.
The offer, which requires $2.50 for shipping and handling, runs through July 31. Details are available at http://www.hersheys.com/dale.
NASCAR fans can also support The Dale Earnhardt Foundation, a non-profit organization that supports causes related to children, education and wildlife preservation, by uploading photos to “Continue the Legend” mosaic project on the site. The photos will be used to create a mosaic for display at foundation in North Carolina.
In-store displays, online marketing and packaging support the promotion. TPN Inc. handled creative execution for the campaign, including in-store and print materials.
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