Hershey Blitzes Take 5

Consumers can sign up as samplers

Elements of the campaign, themed "Taste and Believe," will roll out as the year progresses. First up is TV advertising, sampling and an online film contest, the Take 5 Candy Bar Commercial Challenge.

Contest entrants create a 60-second TV spot with the Taste and Believe theme; Hershey will post the entries of five finalists for an online vote. The winner gets $10,000; the other finalists get $500 each. The contest runs through July, with online voting slated for Aug. 30 through Sept. 6. Arnold Worldwide, Boston, handles the entire effort for Hershey, PA-based Hershey Co. Arnold won the account last fall from DDB, New York, which handled Take 5's 2005 launch.

Starting next month, the site will host competitions on a Take 5 crane game, with iPod Nanos and boxes of Take 5 bars as prizes. Site visitors can play the game online now.

Meanwhile, Hershey takes a democratic approach to its "Taste and Believe BzzBlast" sampling push: Consumers can register with word-of-mouth agency BzzAgent to get sample-sized bars to distribute among their friends. Boston-based BzzAgent will tap a reported 69,000 of its currently registered consumer "agents" to distribute samples, as well.

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