Contact: Allison Benner, College Relations Associate - Media, 610-740-3790


Grant from Candy Company Enables College Students to Develop Marketing Contest for Web-Savvy High School Teens

Allentown, PA (May 14, 2007) - In this digital age, as teens and young adults spend more of their leisure time on their computers, companies are rushing to come up with innovative ways to harness new media technologies, like websites and YouTube, in their quest to get their products in the hands of the coveted teenage target audience.  With the help of a grant from Just Born, Inc., the Cedar Crest College Business Department's marketing program will take the target market to task, challenging area high school students to create cutting-edge electronic marketing concepts aimed at their peers for the Bethlehem-based candy company's MIKE AND IKE® and PEANUT CHEWS® brands in the first-ever "iCandy: Choose UR Chew" contest.

To win the contest, area high school students will form teams and brainstorm a viral marketing concept for fruit-chewy MIKE AND IKE® candies or website ideas for chocolatey PEANUT CHEWS®.  The high school teams will work directly with two Cedar Crest marketing students, Kara Kaskiw '08 of Scotch Plains, NJ, and Kristian Parchinski '08 of Dickson City, PA, and Assistant Professor Arlene Peltola, who will serve as "Team Innovation" to guide and mentor the students throughout the process.  To kick-start the contest at each high school, Team Innovation will conduct informational workshops with each school's facilitator and student participants.  Teams also have an internet resource at www.cedarcrest.edu/icandy.

"This contest is an innovative and fun way for high school students to discover how their favorite brands are developed, while giving insight into careers in business and marketing," says Arlene Peltola, assistant professor of marketing at Cedar Crest.  "It is also a chance for Cedar Crest students to pass on their knowledge and excitement for this ever-changing field."

Their ideas will be submitted to Cedar Crest's Team Innovation, and a group of semi-finalists will be chosen from that pool to present their ideas in front of a panel of expert judges at a special event to be held at Cedar Crest College in September.  The concepts will be evaluated for originality, overall appeal and likelihood to motivate people to eat MIKE AND IKE® and PEANUT CHEWS® candies. The winning team will receive prizes for their school and for participants including a Just Born factory tour and a day to shadow Cedar Crest marketing students in their classes.

"Just Born is excited to partner with Cedar Crest College on this project," says Kara Metzler, assistant brand manager at Just Born.  "This inaugural competition will serve as the pilot program for what we hope will be an annual event that can be expanded to include more high schools in the future."

About Cedar Crest College's Marketing Program

The Department of Business and Management's marketing program prepares students for a career in marketing and organizations through well rounded exposure to rigorous study of marketing theory and hands-on, practical experience in the combined areas of creativity, public relations, promotions, direct marketing, branding, advertising, sales management, international commerce, marketing planning and effective implementation.  For more information, visit www.cedarcrest.edu/business.

About Just Born, Inc.

Just Born, Inc., is a privately-owned company founded in 1923 and located in Bethlehem, PA.  Just Born, Inc., is the leading manufacturer of the popular PEEPS®, MIKE AND IKE®, HOT TAMALES®, PEANUT CHEWS®, ZOURS® and TEENEE BEANEE® brand candies.  The company markets its candy in over 50 countries.  For more information fans can visit www.justborn.com.


For more information, please contact the College Relations Office at 610-740-3790.



Return to Press Release archive