From TV to T-Shirt

Mar 3, 2003  •  Post A Comment

Paul Keppo’s T-shirt reads “Unconditional Love.” Out of character for a group media director at OMD, perhaps, but not so strange when you learn that he is the media planner behind the ubiquitous new Hershey’s “Happiness” campaign.
This week that campaign took a new twist with the launch of a month-long television and print blitz behind a giveaway promotion of Hershey’s new-slogan T-shirts. One says “You never forget your first love.” Others say “Legal in all 50 states.”
The idea behind the media campaign is to use the T-shirts as human billboards and to feature actors wearing the T-shirts in a commercial and talking about their love for chocolate. The spot then directs consumers to the Web site Hersheyhappiness.com to claim their freebie T-shirts.
Giveaways are also being staged at the new Hershey’s store in New York City and at other sites across the country. There is also a street marketing program in various U.S. cities. Thousands of T-shirts have been printed with the slogans.
Although he said it was too early to tell what the demand has been for the T-shirts, the campaign had researched very successfully. “We are trying to create a buzz and seed the lines into popular culture,” he said.