HERSHEY, Pa., March 29 /PRNewswire-FirstCall/ — Hershey Foods Corporation (NYSE: HSY) today announced the launching of a new ad campaign targeted at the growing number of Christian youths abstaining from sexual activity until marriage. The campaign, entitled “Chocolate: It’s not sex, but it’ll do”, will include television spots, radio ads and a special website: www.AlmostAsGoodAsSex.com. Judy Hogarth in Hershey’s Public Relations Department said that although HFC is the number one manufacturer of chocolate-related items in America, it is eagerly seeking new markets for its products.
The corporation is hoping it can capitalize on the growing success of choose to wait programs among young evangelicals. “It is our sincere hope that we can help these courageous young men and women in their struggle for purity by alleviating the frustration caused by not getting any,” Hogarth commented. To avoid any misleading messages, the ubiquitous Kiss has been renamed the Hug. One youth pastor, who asked to remain anonymous, was skeptical about the campaign’s effectiveness, but remarked, “What the hell? We’ve tried everything else, why not chocolate?”