USOC sponsor Hershey is using its Olympics platform to do something it has only done twice before in its 120-year history -- add a new flavor to its core lineup of candy bars. Hershey's Gold, a caramel cream bar with bits of peanuts and pretzels, will debut Dec. 1 and the brand has enlisted three Gold Medalists to help the promotion -- former short-track speedskater Apolo Ohno, sledge hockey F Rico Roman and gymnast Simone Biles, who first signed with Hershey before the '16 Rio Games. Ohno will star in a TV spot, created by Crispin Porter + Bogusky, Boulder. That is slated to launch in January. Hershey will emphasize the bar at all 13 stops of the USOC's pre-PyeongChang "Team USA Winterfest presented by Hershey" tour that starts today in Times Square. Debuting first at flagship retail locations in Las Vegas and Hershey, Pa., the caramel bar joins the lineup of permanent Hershey flavors alongside milk chocolate (1900), dark chocolate ('39) and cookies ’n’ creme ('95). Roman is represented by Chicago Sports & Entertainment Partners, and Ohno and Biles are represented by Octagon. GMR handles experiential work for Hershey's, Ketchum does PR and Universal McCann handles media buying. In '15, Hershey signed a five-year deal as official confectionary partner of Team USA. Ohno promoted the new offering on today's episode of NBC's "Today," saying, "We all want to be able to go and get a slice of gold or get a bite of gold.” The new candy bar also was given out to audience members at NBC's "Megan Kelly Today."
FLIGHT PATH: USOC sponsor United Airlines also is bringing on Olympians to anchor its PyeongChang-themed advertising campaign in January. Six athletes, a mix of current Olympians and some Olympic hopefuls, will be featured. Those athletes are freeskier Gus Kenworthy, snowboarder Jamie Anderson, short-track speedskater J.R. Celski, luger Erin Hamlin, would-be first time Olympic figure skater Nathan Chen and Paralympic sledge hockey player Nikko Landeros. United will also offer its frequent-flier program members exclusive travel packages to attend the Games in person.
