Hershey launches Christian Pulisic bars with giveaways and a Philly pop-up

Isaac Avilucea

Soccer star Christian Pulisic celebrates after a match between Genoa CFC and AC Milan at Luigi Ferraris Stadium. — Clappin' Captain. Photo: Claudio Villa/AC Milan via Getty Images

Hershey is celebrating its shared hometown roots with soccer star Christian Pulisic ahead of the World Cup.

Why it matters: A new commercial pairs one of Pennsylvania's most recognizable brands with one of American soccer's biggest stars, who Time magazine dubbed "Captain America ."

Driving the news: The campaign includes limited-edition Pulisic bars and packaging highlighting his journey from Pennsylvania soccer fields to international stardom with AC Milan.

Hershey plans free giveaways next month in Hershey and New York's Time Square, plus an interactive pop-up in Philadelphia (June 25-27) featuring family activities and giveaways.

What they're saying: In one of the spots, a chocolatier lauds Pulisic, a Hershey native, for collecting "trophies and defenders' ankles" before the commercial cuts to a smiling Pulisic opening a box of his branded bars.

"But that's not why we love him. We love him because he's one of us. … Happiness is knowing home is always rooting for you."

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Hershey launches Christian Pulisic bars with giveaways and a Philly pop-up

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