Hershey launches contest for S'mores party with Rascal Flatts

The Hershey Company is giving fans a once-in-a-lifetime opportunity to win a private performance from country music’s biggest sensation, Rascal Flatts. Hershey’s has joined forces with the award-winning country music stars to celebrate the magic of summertime S’mores. As a sponsor of Rascal Flatts’ American Living Unstoppable 2009 concert tour, Hershey’s will bring the fan experience to life with the Hershey’s Rocks Your Block promotion, providing a chance to win an exclusive S’mores-themed block party with the chart-topping country music group taking center stage in a lucky fan’s backyard.

“We’re excited to partner with one of music’s hottest groups to celebrate and promote summertime happiness. S’mores is the perfect summer treat and the classic combination of Hershey®’s Milk Chocolate, graham crackers and marshmallows, coupled with Rascal Flatts music, is a great way to celebrate this summer,” said Michele Buck, Senior Vice President, Global Chief Marketing Officer, The Hershey Company.

Hershey’s will bring unprecedented Rascal Flatts access to fans nationwide through the Hershey’s Rocks Your Block promotion. Celebrating gooey S’mores, the promotion will offer Rascal Flatts-themed prizes to consumers each day from May-September, 2009. One lucky fan will “rock their block” with a private block party for 100 friends featuring Rascal Flatts while others will win $2,500 Visa gift cards to create their own S’mores-themed block parties, VIP trips to Rascal Flatts concerts and 100,000 music downloads. Consumers are invited to visit www.hersheys.com/rascalflatts for the chance to win.

Specially marked Hershey’s products, including Hershey’s Milk Chocolate and Hershey’s Special Dark Mildly-Sweet Chocolate six-packs and single bars and Hershey’s Milk Chocolate bars with Almonds are available now through September, while supplies last, at mass, grocery, drug and convenience stores.

On Rascal Flatts’ American Living Unstoppable 2009 tour, concert-goers will enjoy the fun and interactive Hershey’s S’mores mobile tour offering free samples of delicious S’mores. The concert tour hits approximately 60 cities across America, kicking off in St. Louis on June 5 and featuring special guests Vince Gill and Darius Rucker. The Hershey’s S’mores mobile tour will bring the classic combination of Hershey’s Milk Chocolate, graham crackers and marshmallows to concert-goers at each stop.

In addition, Hershey’s will have “S’more fun” with Rascal Flatts as the group takes a starring role in a national television commercial for Hershey’s S’mores. The commercial features a backyard barbeque in which friends and family enjoy toasted S’mores and a private concert from Rascal Flatts. The national commercial will run nationwide now through August 2009.