Pop Rocks® Stays on Top of Its Game with Highly Targeted, Wide Reaching 2007 Marketing Initiative

The World’s Most Recognized Candy Brand Continues Growth through Advertising, Public Relations and Wide-Ranging Sampling

Chicago, IL, September 27, 2007 --(PR.com)-- All Candy Expo Booth #1021 – America’s favorite popping candy, the thirty year old candy classic POP ROCKS® stays fresh and maintains its category leadership position by introducing innovative new products and line extensions every year and through the implementation of creative marketing programs. Over the years, maintaining and expanding the pipeline to their customer base has been among the company’s top priorities. In this regard, POP ROCKS, Inc. has been making significant investments in and implementing a sophisticated marketing, promotions, sampling, advertising, and public relations programs spearheaded by the New York based full-service “kid-centric” marketing communications agency, The Steven Style Group (SSG).

“POP ROCKS is a well established brand with strong recognition,” said Steven Style, president of the Steven Style Group. “The brand’s momentum, rich history, and innovative new product introductions give us very real advantages with both children and adults and is an integral part of the company’s continuing success story. The brand has been a retail phenomena for two generations so parents are already sold on a product they know their children will enjoy, as a result of their own first-hand experiences as children. POP ROCKS keeps things fresh and keeps their customers and retailers happy with innovative new product introductions that continue to surprise and please while maintaining a familiar customer experience. The combination of these assets allows us to be very creative in the development of marketing programs in support of the brand and have fun while doing it.”

And fun it has been this year with full-color, eye-catching ads in leading children’s magazines such as Disney Adventures Comic Zone and Boys’ Life, extensive sampling at theme parks, summer camps, major market zoos and other kid friendly venues, radio promotions, sweepstakes and point of purchase displays.

In addition, POP ROCKS participates in ongoing SSG produced monthly and seasonally themed radio promotions through on-air product giveaways with kid and all-family targeted radio stations across the country benefiting from extensive on-air coverage and mentions on each radio station.

On the sweepstakes front, this year POP ROCKS hosted the “Be A POP ROCKS Star“ sweepstakes. A national promotion that encouraged children to tap into their creative sides in order to write and submit a song about Why They Love POP ROCKS, this high-profile contest began in February, 2007 and ran through October. Winners were awarded special Limited Edition “POP ROCKS Star” Satin Tour Jackets. The sweepstakes was heavily promoted via public relations and advertised in Disney Adventures Comic Zone and on americanidol.com.

Additionally, due to great success when initially held last year POP ROCKS repeated its “Why Your POP ROCKS“ sweepstakes in 2007. This unique play on words promotion invited kids to submit essays reporting on why their father was cool. The winner was awarded $3,000 for use toward a Family Holiday Vacation. Leading up to Father’s Day the sweepstakes was featured on specially marked packs and special Power Wings in April/May and was heavily promoted via public relations and advertised in Disney Adventures Comic Zone.

All told, POP ROCKS, Inc.’s marketing initiatives in 2007 have reached millions of existing POP ROCKS fans and attracted countless new fans resulting in significant increases in new sales and distribution outlets.

About POP ROCKS, Inc.:
In addition to producing POP ROCKS, POP ROCKS Inc. distributes unique and innovative confectionery products for children and adults, following the specific trends and requirements of the US market. It’s signature popping candy products have been retail phenomenas for more than 30 years, today POP ROCKS continues to be a national brand full of energy, popping with sales potential and has since become a classic among top quality international confectionery items.

Tom Dugan
(212) 465-1290