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Issue Date: May 2007 Issue

Sugar High

Sugar High
Lynne Thompson
Free chocolate: These two words have convinced legions of local chocoholics to slap pink, green and white stickers bearing the letters “CHOC” on their car bumpers as part of Malley’s latest promotion. The candymakers are handing out $25 gift certificates to vehicle owners spotted with the Euro-inspired sticker. And get this: There’s no limit to the number of times you can win. The only catch is you have to register your vehicle with the company and be spotted by a Malley’s employee, who then reports your sticker sighting. (And, sorry, just hanging out in the parking lot of one of the 17 retail locations and Brook Park headquarters won’t do you any good.) President and CEO Dan Malley says his company has distributed more than 15,000 bumper stickers since the promotion began late last fall, and there have been a minimum of two to three winners a week. Some people have gone to great lengths for their free fix. Malley says one man repeatedly drove up and down his street hoping to be spotted, while another put the stickers on all 27 trucks in his company fleet. “He thinks he’s going to eat chocolate free for the rest of his life.”

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