Hershey and Shaquille O’Neal Debut Shaq-A-Licious SLAMS Gummies for NCAA Final Four
Hershey has launched Shaq-A-Licious SLAMS as the NCAA Final Four's official gummy partner, offering crunchy multi-flavor gummies and a sour mango dunk hoop. Weekend activations April 2-6 include a $500 Walmart military family shopping spree and live Big Pod podcast taping to drive engagement and sales.
1. Product Launch and Features
Hershey has introduced Shaq-A-Licious SLAMS gummy candy in partnership with Shaquille O’Neal as the NCAA Final Four’s official gummy partner. The snack includes crunchy-coated gummy spheres in watermelon, strawberry and orange flavors alongside a chewy sour mango hoop to mimic a basketball dunk experience.
2. Fan Activations and Retail Partnerships
From April 2-6, Hershey will execute a series of on-site events during Final Four weekend. Highlights include a $500 Walmart shopping spree for pre-selected military families in Greenwood, Indiana; a public tip-off tailgate offering free samples and giveaways; and a live Big Pod podcast taping with Shaquille O’Neal.
3. Marketing Impact and Financial Outlook
The campaign leverages high March Madness viewership to boost seasonal confectionery sales and brand visibility. Experiential activations are expected to accelerate shelf velocity, drive consumer trial and strengthen Hershey’s engagement with sports fans during a key promotional period.