Hershey’s teams up with Ninja, Dr. Lupo for new chocolate bar at TwitchCon 2018

TwitchCon 2018 is just around the corner. Hershey’s has signed an endorsement deal with two popular players, Tyler “Ninja” Blevins and Ben “Dr. Lupo” Lupo, for their soon-to-be-released new chocolate bar: Hershey’s Milk Chocolate & Reese’s Pieces Candy. It’s a yummy mix of Hershey’s chocolate and Reese’s Pieces. This is actually Hershey’s first venture into any type of video game endorsement and esports.

Talk about epic! Hershey’s Milk Chocolate Bar is officially inviting Reese’s Pieces into the fold. Get ready for the most ultimate mash-up ever. #TreatYourself #MindBlown #HeartwarmingTheWorld pic.twitter.com/kmd4yQWQoN

— HERSHEY'S (@Hersheys) October 11, 2018

Why Ninja and Dr. Lupo

Ninja and Dr. Lupo are two of Twitch’s most popular Fortnite streamers, and Hershey’s wants to take advantage of that kind of reach. Fortnite is as hot as ever, so what better way to market their new product?

Also important to note is that prior to Blevins and Lupo’s departure for San Jose later this week, both will be streaming live with Hershey’s on Tuesday on their respective streams at 4:00 p.m. EST. On Saturday, you can catch the two at the brand’s TwitchCon booth. They will be handing out a sample of the upcoming candy from 10:00-11:00 p.m.

Blevins shared the following statement about his upcoming involvement with Hershey’s:

TwitchCon is something that I look forward to all year because it gives me an opportunity to see what’s in the pipeline and meet up with some of the best the industry has to offer, like DrLupo,” said Blevins. “It’s exciting to see a brand like Hershey’s is getting into the gaming world. Snacking is an essential part of gaming, so partnering with Hershey’s at TwitchCon for the release of their new bar was a no-brainer.

He also has other big endorsement deals with companies such as Uber Eats, PSD Underwear, and Samsung–not too shabby.

Companies taking notice of esports growth

Hershey’s is just adding to the already big list of more and more brands looking to esports and video games to market their products.

“What’s interesting about esports is it’s growing,” Charlie Chappell, Hershey’s head of media and communications planning, told PR Week. “We recognize that and how this community is very into this space. While we’re not endemic—we’re not making games or hardware—we fit into the culture.”

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