KING OF POPS

It only takes 14,028,600 licks to get to the center of Hershey Foods Corp.’s latest promotion for Jolly Rancher.

To debut its new Fruit Chew lollipops, Jolly Rancher unwrapped a 4,016-lb. replica of its cherry lollipop recently at the annual summer festival Taste of Chicago.

The event marked the end of the 50-city Jammin’ With Jolly Rancher tour to introduce the product—which became available to consumers in March—and distribute free samples. The tour involved a 53-foot tractor trailer decorated in bold Jolly Rancher colors that stopped at various events nationwide. Visitors could sing karaoke, relax in the VIP lounge and enter dance contests to receive prizes.

Hershey did a similar promotion for its Twizzlers Twist & Fill product a few years ago. “It gets your name out there, puts your product in peoples’ hands,” said Sue Karli, senior public relations representative for Hershey.

Hershey worked with New York’s Cubic B. Public Relations and Chicago-based Marketing Werks to promote and plan the Jolly Rancher tour.

Breaking the Guinness World Record for the world’s largest lollipop, the colossal Jolly Rancher creation will be on display at Hershey’s Chocolate World Visitors Center in Hershey, Pa., starting in mid-July.