LPK Production Director and Elvis Tribute Artist, King-for-a-Day at Reese’s® Peanut Butter & Banana Crème Cups Launch in New York City LPK’s continuing partnership with Hershey’s was instrumental in bringing to life Reese’s “Live Like The King” promotion in New York City.
		July 17, 2007—LPK, the international design agency, and design firm for Hershey’s Reese’s® brand, announces Randall Houser, Production Director on the Reese’s brand and Elvis Tribute Artist, was featured in today’s national launch of Reese’s® Peanut Butter & Banana Crème cups and “Live Like The King” instant-win promotion. Houser was one of three Elvis Tribute Artists selected to unveil the “Live Like The King” promotion grand prize at a public event at the Manhattan Classic Car Club in New York City. Today, outfitted in an Elvis jumpsuit, Houser unveiled an overhauled, totally redesigned custom Reese’s Elvis® Tribute Car built by car-crafting legend Boyd Coddington. The 1957 Cadillac looks just like a car driven by The King with all the upgrades and features of a 2007 custom hot rod. Featuring a television, satellite radio, MP3 compatibility, a GPS system and a mini refrigerator stocked with Reese’s Elvis Cups the Reese’s Elvis Tribute Car is rock-star ready. The Reese’s Elvis Tribute Car is one of more than 10,000 prizes that will be given away instantly in the Reese’s “Live Like The King” promotion. “LPK is very passionate about its work on the Reese’s brand. Having Randall Houser, who is also an Elvis Tribute Artist locally, on our team, provided an invaluable point of view on the development of the holistic brand presentation for this limited edition product paying homage to Elvis Presley,” noted John Recker, Executive Vice President, Director of Brand Strategy. Additionally, Houser created the five original packaging illustrations of Elvis that help increase the collectability of the product. Mr. Houser has been with LPK for ten years and resides in Bright, Indiana. Mr. Houser has been an Elvis impersonator for seven years and is in an Elvis tribute band called Shadows of ’56. The Collector Edition Reese’s Elvis Cups celebrate The King’s love of peanut butter and banana sandwiches and feature a thin layer of banana crème combined with Reese’s creamy peanut butter centers. Reese’s Elvis Cups are available now through December 2007 in standard, Miniatures and “The King” sizes at mass, grocery, drug and convenience stores nationwide. The Reese’s Elvis “Live Like The King” promotion runs July 1 through December 31, 2007. Visit www.reeses.com for official rules and additional details.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.