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‘What’s in Your Chocolate?’

HERSHEY, Pa. — The Hershey Co. has announced that marketing veteran Peter Horst will join the company as senior vice president and chief marketing officer, effective July 27.

Horst joins Hershey from Capital One Financial Corp., where he served as senior vice president of brand marketing, and prior to that, CMO for Capital One Bank.

At Capital One, Horst was behind the well-known “What’s in your wallet?” marketing campaign.

“Peter is a seasoned marketing leader who has the skills, experience and proven track record to continue to evolve our marketing organization, build our iconic brands and drive global growth for the company,” said J.P. Bilbrey, chairman and president and CEO of Hershey.

Mike Wege, former CMO, has been appointed senior vice president and chief administrative officer, and continues as a member of the company’s global leadership team. In this role, Wege will continue to lead the company’s global organizational agility and growth initiative and other strategic projects for the company.

“Mike is a highly experienced leader, and I appreciate his commitment to help position the company for future growth as we accelerate our business in new markets around the world,” Bilbrey said.

Horst is a marketing veteran with more than 25 years of experience at companies including General Mills, Verizon Business Online, Ameritrade and Capital One.

As senior vice president of brand marketing at Capital One, he supported Capital One’s diversified businesses in credit cards, branch and Internet banking, home loans, small business and personal lending, auto finance and international markets. His team was responsible for driving integrated marketing, new product development and market research.

Hershey, based in Hershey, Pa., is a global confectionery leader with more than 80 brands that drive more than $7.4 billion in annual revenues, including Hershey’s, Reese’s, Hershey’s Kisses, Jolly Rancher, Ice Breakers and Brookside.


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Here at AATAC we are always looking for companies that may enhance our member’s businesses and better the industry as a whole. If you are interested in becoming a preferred vendor within our network please fill out this information form.

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Located on the front page of our national website is a field called “Question Of The Day” (QOD). Each day we post a different question about the products and services that are presented through our website. The answer to this question can be found on one of our partner’s web pages. Our members will navigate through the preferred vendors page to find the answer to your question while subconsciously educating themselves about your company! AATAC effectively selects members who answer the question correctly to win rewards which include; rebates, complimentary services, cash, promotional offers from vendors, prizes, giveaways, etc. *Your QOD should be 1-2 sentences in length and can not name a specific product or company within the question. 

Here are some examples:

Which preferred vendor offers your customers a 99% accurate drug test that reads results in five minutes?  

One of our partner’s provides important compliance training classes in a virtual setting for a low cost. Who is it?


Your Vendor Category

When your logo and redirect are added to our preferred vendors catalog it offers two very important elements to members:

  1. It tells them that your company has been vetted and approved for business within our network. 
  2. It encourages them to visit your website where they can learn more about your company.