The Hershey Company has announced that for its Take 5 candy bar it is launching a 360-degree marketing campaign that in addition to a full slate of TV commercials will offer in-theatre promotions, online advertising, an extensive sampling program, buzz marketing and public relations. The Taste and Believe campaign, created by Arnold Worldwide, is designed to enhance brand awareness and "to challenge all consumers to decide for themselves" by trying it, said John Staffen, Executive Creative Director, Arnold Worldwide.

The TV campaign debuts this week. Other elements, including movie theater sampling and online advertising, including an interactive Take 5 arcade game, will launch throughout the year.

AdAge writes that Hershey and Arnold brought in BzzAgent, which will have some 69,000 brand evangelists deliver samples to prospective buyers in the 18-34-year-old demo. Hershey will use its own website, thegreatestcandybarever.com, to enlist consumers to sign up to become evangelists.

To support the campaign kickoff, Take 5 will launch a film contest. Beginning April 17 through July 31, filmmakers and consumers can submit their own Taste and Believe commercial (up to 60 seconds) about the lengths they and their friends would go to get a Take 5 bar. The winner will receive $10,000.