ADVANTAGES

"It looked like something that was worthwhile. We needed some promotion for our product. We said we would back it up with about a million dollars' worth of promotion, in consumer promotions, trade promotions, displays, in-store displays, using, featuring "E.T." In return, we would have an exclusive in the confectionery field for promotion and advertising. We could also use "E.T." for advertising, but we had to get their approval, of course, which was obvious standard procedure. There was no contract written at the time. It was written, sent to us later, and approved by our legal department. So we went along and produced the point-of-sale material, got a picture. We were going to offer a teeshirt that had a picture of E.T. We wanted a picture, and they sent us a picture of E.T. and the little boy. I proudly showed the picture at the staff meeting, and Earl [Spangler, Hershey's president] said, 'That is the ugliest creature I have ever seen in my whole life.' There's no answer to that. You just sit quietly and let the eruption die down.

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