Hershey deal involves TV commercials.

Jessica Simpson will star in commercials marketing Hershey's new breath mints.

The ads, featuring the 23-year-old singer and her sister Ashlee, are scheduled to begin airing nationally next week.

In the spots, the two debate whether the Ice Breakers Liquid Ice breath mint is liquid or ice, a play off Simpson's unintentional humor when she confused the tuna she was eating for chicken on her MTV show, "Newlyweds: Nick & Jessica," with husband Nick Lachey.

"Jessica is a breath of fresh air with a terrific sense of humor right in tune with the Ice Breakers Liquid Ice brand," Thomas K. Hernquist, Hershey Foods Corp. senior VP/chief marketing officer, says in a statement.

Hershey Foods recently tapped Latin pop star Thalia for a Hispanic market promotional campaign.


AP LogoCopyright 2004 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Questions? Comments? Let us know: @billboardbiz

Print