The Hershey Co. is rolling out its Bliss White Chocolate with a Meltaway Center, and has kicked off an online essay contest to promote the product.

Through a national "Share the Bliss" contest based on the book The Necklace, Hershey is giving women the chance to share a 16.5-carat diamond necklace.

Continuing through December 2009, consumers can visit Hersheysbliss.com to enter the contest by submitting their stories of why they want to experience or be "blissed" by the Hershey Bliss Chocolate diamond necklace. Women will be selected to share the diamond necklace for two weeks and will receive the necklace, a variety of delicious Hershey's Bliss Chocolate and a signed copy of The Necklace. Each winner will be asked to share their experience with the necklace through a blog on Hershey's Bliss Chocolate Web site, and to help select the next winner, thus connecting women nationwide.

The winners of the contest will be invited to meet in New York at the Young Survival Coalition's spring 2010 charity benefit. During the event, the necklace will be "blissed" for the last time through a silent auction benefiting the YSC, an organization dedicated to breast cancer issues.

"Hershey's Bliss White Chocolate joins the celebrated Hershey's Bliss Chocolate portfolio adding to the delicious variety of the award-winning chocolate collection," said Jody Cook, a rep for Hershey's Bliss Chocolate. "Each enjoyable bite is a reminder of life's simple pleasures."

Hershey Bliss White Chocolate with a Meltaway Center will hit shelves this month.


Nielsen Business Media