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Volume 24 No. 156
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     Hershey next month "steps up its sports marketing
commitments with a multi-brand promotion" linked to the NCAA
Final Four.  On March 12, Hershey, a new NCAA corporate partner,
will unveil a Final Four-themed campaign with special offers on
all Hershey loose candy bars.  Support for the campaign will
include in-store promo materials giving consumers a chance for a
trip to the '96 Final Four.  Other giveaways include Final Four
logoed basketballs and jackets.  Pro-Serv created the promotion
for Hershey (Pam Weisz, BRANDWEEK, 2/20).