Hershey's and eBay are putting a new spin on the term "branded cash," inviting consumers to bid in online auctions, using candy-bar wrappers as currency. From now until October, select Hershey's products will contain a code worth two or three points, which can be used to bid on items at the Wrapper Cash Web site (reachable through www.hersheys.com). Customers can use their points in auctions for any of three new prizes posted daily. Items available for "sale" include 12 Chrysler Crossfires, an iJoy massage chair and an all-expense-paid V.I.P. trip to the company's headquarters in Hershey, Penn., where the winning bidder will become "Master Chocolatier" for the day. —M.R.

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