• by Nina Lentini  @Nina_Lentini, January 17, 2007

How sweet it is for Hershey.

The chocolate maker is getting a marketing boost few can match with its iconic Kiss featured on a new postage stamp likely to grace many of the 190 million or so Valentine's Day cards that are sent through the mail this month.

The "With Love and Kisses" stamp launched Saturday, and features a Kiss chocolate and a red heart that form mirror images of one another. With the stamp's public launch, Hershey is kicking off the celebration of the candy's centennial.

The company plans to increase advertising of the product to tie in with the anniversary.

Not to be outdone, the U.S. Postal Service is celebrating the stamp's launch with a sweepstakes that offers a chance to win $10,000 for a romantic getaway. The sweepstakes runs through Feb. 15.

Consumers must guess how many Hershey Kisses will fit inside a U.S. Postal Service Priority Mail flat-rate box. Additional prizes include 100 "In the Mailbox With Love and Kisses" bears. The contest is online at GuessAndWinSweeps.com.