FOR IMMEDIATE RELEASE
Contact:
Terese Kelly
On Behalf of House Party
973-722-2482
teresekel@optonline.net
Cheryl Georgas
JSH&A Public Relations
630-932-7914
cheryl@jsha.com
HOUSE PARTY HELPS HERSHEY’S BLISS™ CHOCOLATE CELEBRATE NATIONAL DEBUT
WITH 10 THOUSAND IN-HOME PARTIES NATIONWIDE
Chocolate Parties Mark Largest Event in House Party History
IRVINGTON, NY, May 5, 2008 – House Party, a leading word-of-mouth marketing company, conducted more than
10 thousand in-home parties across the country to help The Hershey Company launch Hershey’s Bliss™ chocolate, a
new rich, creamy and bite-size chocolate indulgence. House Party, which engages a select group of consumer
advocates to host house party events and provides an exclusive hands-on experience with a brand, reports that more
than 129,000 people attended the parties, making the event the largest in House Party history.
“We are thrilled that Hershey wanted to utilize House Party to help the company launch its exciting new product,” said
Kitty Kolding, CEO, House Party. “The unique aspect of House Party’s marketing platform is that consumer
advocates tell their friends and family about a brand they like, trust and believe in. A home party event is a great
atmosphere to have a trusted and influential conversation.”
Conducted in homes across America over the weekend of April 25, the bliss-themed launch parties introduced guests
to Hershey’s Bliss chocolate – available in three unique expressions, Milk Chocolate, Dark Chocolate and Milk
Chocolate Meltaway – while transporting their senses into a state of bliss with the world’s most indulgent chocolate.
Targeting female chocolate lovers, the parties celebrated everyday bliss by gathering with friends and family to share
personal stories of bliss while sampling Hershey's newest indulgence. Stories, photos and videos were shared at
www.houseparty.com/hersheysbliss before and after the parties, as House Party’s word-of-mouth marketing tactics are
designed to help continue buzz about the product.
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For example, more than 22,000 digital photos were uploaded by hosts, and more than 15,000 blogs were posted about
the various parties. Party hosts are asked to recount their party through photo and video downloads on the House Party
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website as well as by posting detailed blog entries. For example, many of the blog posts from the Hershey’s Bliss
hosts stated that party guests loved the chocolate and enjoyed the parties. An example follows:
My friends were split between the meltaways and the dark chocolates. They had a great time though and loved all the
goodies to take home. I had a spa theme and we did our own manicures and pedicures while we snacked on all the
Bliss flavors. It was great!
“Hershey’s Bliss chocolate is meant to celebrate and appreciate the everyday joys in life,” said Michele Buck, Senior
Vice President, Global Chief Marketing Officer, The Hershey Company. “What better way to introduce Hershey’s
Bliss than to bring this experience to life and encourage party goers to share everyday bliss with their own friends and
family.”
Hershey and House Party provided party ideas for the hosts. Hosts were encouraged to have “A Taste of Bliss” tasting
party creating an area where each of the three Hershey’s Bliss flavors could be experienced. Another suggestion was a
scrapbook party or “Blissful Memories” party where guests were invited to bring their favorite photos and memorabilia
to create their own Blissful Memories Scrapbook. House Party provided downloads of scrapbooking supplies for the
hosts and guests were also invited to bring their own. “Bliss and That” Trivia Game was another party theme that
Hershey and House Party developed. Hosts were invited to find blissful facts on Houseparty.com/hersheysbliss in the
weeks before their party and create a bliss-quiz for their guests.
In addition to party theme ideas, Hershey and House Party provided party packages to the hosts, which included:
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The three flavors of Hershey’s Bliss chocolate: Milk Chocolate, Dark Chocolate and Milk Chocolate
Meltaway (3 bags of each flavor – plenty for the party and for guests to take home)
One personal photo album especially for the host – a special thanks for the time and effort they put into
hosting
15 Cocktail napkins to serve Hershey’s Bliss chocolates
Great gift giveaways for the guests, including grocery list pads, pens, and fridge magnets (15 of each)
15 White party gift bags for guests’ take-home gifts. Hosts could download graphics from House Party’s
website to create blissful stickers to decorate the bags
“House Party packages give hosts the tools they need to ensure their partygoers have a true hands-on experience with
the brand or product. In this case, the hosts were supplied with lots of Hershey’s Bliss chocolate as well as other fun
items,” said Mindy Davis, SVP of Marketing, House Party. “With Hershey, it was pivotal that the guests experience
and share the bliss of Hershey’s Bliss chocolate.”
For more information on Hershey’s Bliss chocolate visit www.hersheysbliss.com.
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About House Party
Founded in 2004, House Party is a leading word-of-mouth and immersive marketing services company that engages a
select group of consumer advocates to host in-home events and provides an exclusive, hands-on brand experience.
The platform encourages brand credibility through peer-to-peer endorsement and a viral online community where
consumer advocates can continue their conversation and excitement for the brand. Headquartered in Irvington, NY,
House Party works with such industries as consumer packaged goods, food, entertainment and toy and game
manufacturing. Current clients include NBC, Disney and P&G. www.houseparty.com
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest North American manufacturer of quality chocolate and sugar
confectionery products. With revenues of nearly $5 billion and approximately 13,000 employees worldwide, The
Hershey Company markets such iconic brands as Hershey’s, Reese’s, Hershey’s Kisses, Kit Kat, Twizzlers and Ice
Breakers. Hershey is the leader in the fast-growing dark and premium chocolate segment, with such brands as
Hershey’s Bliss, Hershey’s Special Dark, Hershey’s Extra Dark and Cacao Reserve by Hershey’s. Hershey’s Ice
Breakers franchise delivers refreshment across a variety of mint and gum flavors and formats. Hershey’s partnership
with Starbucks offers a premium chocolate experience that combines the highest-quality chocolate with Starbucks
coffee-house flavors, for a range of delicious and distinct chocolate products. In addition, Artisan Confections
Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as
Scharffen Berger, known for its high-cacao dark chocolate products, Joseph Schmidt, recognized for its fine,
handcrafted chocolate gifts, and Dagoba, known for its high-quality natural and organic chocolate bars. Visit us at
www.hersheynewsroom.com.
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