Hershey needed a successful launch of its new mints product in an already oversaturated market. The budget only allowed for celebrity spokeswomen Hilary and Haylie Duff, who did not necessarily have the fame or appeal of more expensive celebrities.

• Press release and media follow-up
• Q&A for in-person promotion with the Duff sisters
• Editorial event support

Because Gawker, AdRants and other media insiders couldn’t get enough of the Duff sisters and their quasi-celebrity banding together to sell mints. Not to mention that the mints actually sold.