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Ad Week has the story of how NEC, the company that makes Necco Wafers and the famous candy message hearts, got involved with the Twilight Saga and how it’s fiscally paid off in spades! Little wonder, at the helm NEC was a woman with years of experience at the Mars candy company. She moved into a new job position at NEC and had the foresight to strike a deal utilizing the Twilight Saga. Little wonder they have some brand new plans for New Moon.
“I wanted to relaunch the Sweethearts brand and bring it to other generations. It was really very much of the baby boomer generation and had not really built relevance with teens, tweens and younger moms. So one of the things I did was seek out a partnership to get teens and tweens engaged — they are really the largest consumers of confections — and align with the equity of the Twilight [motion picture] franchise. We got that partnership before the first movie hit the marketplace, and we created custom products based on the story. Stephanie Myer [author of the Twilight books] actually wrote the phrases [on the candies] for us.”
It makes for a fascinating read. Check it out here.
The Eyes of Amber Blog has some more info on the new style.
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