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Logan Back and Cassie Jahn

Final Paper
11/27/16
Gary Domet

CRITIQUE OF CURRENT CAMPAIGN

Hersheys current campaign focuses on the phrase Hello Happy, Hello Hershey.

During the Olympics, Hershey did a spin off of the main campaign Hello from Home. In both

campaigns, Hershey incorporates the idea of Hershey chocolate bringing happiness to whomever

is receiving it. This campaign strategy works well because the company will be able to do a lot

with the slogan. There are many different ways to incorporate words while keeping the main idea

the same throughout. In addition, they way Hershey started the campaign, using Hello

Hershey, makes it easily recognizable to a variety of demographics. Keeping the campaign

recognizable and easy to understand will help the campaign expand to a variety of mediums like

radio, commercials, and social media. However, as of today Hershey has not expanded on the

campaign past Hello from Home, this lack of expansion is making the campaign less familiar

as customers will start to forget about it. Currently Mars Incorporated is the top candy

manufacturer in the world making them Hersheys top competitor. Mars most recent ad

campaign, for their candy Maltesers, features a variety of people with different disabilities. These

ads ran during the Paralympics and the goal was to bring awareness to the fact that many people

with disabilities are not seen in most modern day advertising. Similarly, Hersheys also ran ads

during the Olympics and Paralympics, but Mars seemed to focus their marketing more on the

Paralympics. Unlike Hershey, Mars Inc. is trying to draw attention to the lack of representation

people with disabilities receive in the world of advertisement. Hersheys strategy is also different

because they focus on a broader demographic. By focusing on a broader demographic, Hershey

is simply able to reach more people.


LOGO AND HEADQUARTERS STRENGTHS AND WEAKNESSES

The Hershey logo has remained relatively the same throughout the years with the major

differences being words taken on and simplifying the design. Today the logo is as simple as it

could be with the name in big bold brown letters. In addition to their name, the company has

started adding a chocolate kiss at the end as a type of period. Underneath the name are the words

The Hershey Company. The color scheme of the brand, brown and silver, is incorporated in

almost everything the company produces. A prime example of this fitting in with their signature

design is the silver foil on Hersheys kisses and the brown wrapping around their chocolate bars.

Hersheys does not have a signature tagline but this does not take away from their brand because

their logo is so easily recognizable. The Hersheys headquarters is located in Hershey,

Pennsylvania. The headquarters is a large stone building with the logo displayed on the front

gate. The building looks old and well-established just like The Hershey Company. The old and

established feel tells the public that they plan on staying awhile.

RESEARCH

A) The trends in the chocolate and candy industry are fairly well known. Sales always spike

around major holidays like Christmas, Halloween, Easter, and Valentines day. Christmas is the
top grossing holiday for candy and chocolate sales. Halloween is second, Easter is third and

Valentines day is fourth (Bender, 2015).

B) Hersheys is currently the fourth, top-grossing, candy company in the world. Mars

Incorporated is the first, making them Hersheys number one competitor. Hersheys and Mars

sell similar products to similar target markets. Although their advertising campaigns are slightly

different, they still have the same end goal.

C) In a survey done completed by 32 chocolate consumers, only three said they prefered

something other than Hersheys Chocolate. The survey asked the question of the following

options, which company is the most recognizable or which would you be more likely to purchase

(Back & Jahn, 2016). The options given included Hersheys Chocolate, Lindt Chocolate USA,

Mars, Inc., or Nestle. 90% of participants chose Hershey as their personal preference while only

.6% prefered Lindt (2016). Mars Inc. was enjoyed by only .3% or participants and Nestle did not

have any votes (2016). This survey shows that consumers think of Hershey as a recognizable

brand compared to their competition. Because Hershey has been around for as long as it has, the

company has a huge and loyal fan base.

D) Hersheys is different from Mars and Nestle in the sense that they have more specialized

products (Hershey). Mars and Nestle diverge into different food other than candy and Nestle

even owns Purina which sells dog and cat food. This gives Hersheys an advantage. Hersheys is

known specifically for chocolate which makes them more recognizable in the chocolate industry.

DIVERSITY

Hersheys current campaign does reflect diversity. In the most recent campaign from

Hersheys, Hello from Home, Olympic and Paralympic athletes of a variety of races are

featured. Simone Biles, Jordan Burroughs, and Mallory Weggemann are a few. Apart from the
Hello from Home campaign, Hersheys does a good job of featuring people of all races, ages,

and genders. In addition to their ads, Hershey does an amazing job of getting diversity into the

workplace being one of 27 companies that are leading the way in disability hiring (Business

Wire). In 2016, DiversityInc named Hershey one of 25 companies for being noteworthy in the

policies for diversity and inclusion (Business Wire). Finally, Hershey is one of the top 10

companies for veterans (Business Wire). This positively represents Hersheys as a brand because

anyone, anywhere, could watch or see a Hersheys advertisement and identify or connect with it.

Everyone likes chocolate and candy, so Hershey's has to market to everyone, which they do.

CREATIVE BRIEF

Project Overview:

a. The Hershey Company was established in 1894 in Derry Township, Pennsylvania and has

since become one of the top competitors in the candy industry. The Hershey Company produces

everything from the Hershey Chocolate Bar to the Kit Kat Bar with some of their top sales being

Hersheys Kisses and Reese's Peanut Butter Cups.

b. The current ad campaign Hello Happy, Hello Hershey stopped after the 2016 Summer

Olympic Games with their spin of Hello from Home. With the Holiday season fast

approaching, there is ample opportunity for a new campaign Hello Holidays to take root.

Objective:

a. Previous campaigns for The Hershey Company have incorporate the theme of Hello. The

company has established this campaign by using it multiple ways over a couple of years, making

it easy to use over different mediums. Since the Olympic Games, Hershey has not produced any

similar campaigns effectively losing some its ad familiarity.


b. Specifically, this campaign will focus on bringing the familiarity back to the campaign by

starting up a spinoff of the Hello Happy, Hello Hershey campaigns. Hello Holidays will

bring in multiple mediums including print, radio, television, and social media to bring people

back to The Hershey Company.

c. The goal of this campaign will be to reintroduce people to the Hello ads and remind people

why Hershey brings customers happiness during the Holiday season and beyond.

Audience:

a. The campaign will be targeted at a wide variety of people as Hershey Chocolate is cheap

enough to reach multiple income levels. Specifically, the campaign is speaking to people that

like chocolate.

b. The demographics reached during this campaign will be children to adults as many people

enjoy chocolate. Females will be a large target during the campaign as more women are likely to

enjoy chocolate.

c. Many people during the Holidays are running low on money after buying presents for the

whole family. Hershey Chocolate is the ideal treat for families in this situation as it is a cheaper

alternative to other brands of chocolate and is just as easy to enjoy.

What We Want to Convey:

a. The designs and advertisements in this campaign will reinforce the overall idea of Hello

Holidays be incorporating different slogans like Hello Santa and Hello Mistletoes.

Throughout each ad, the customer will want to think that buying Hershey Chocolate their

Holiday experience will be better. Each ad will feature a Hershey Chocolate product. Either a

the Hershey logo or a Hershey Kiss. In addition, each ad will feature some sort of Holiday or

family element.
Features/Benefits:

a. The audience will want to believe our message because, for most families, Hershey

Chocolate has been or will be a traditional holiday treat. The campaign wants to show people

that the benefit or having Hershey at a holiday party will help people come together and be with

family. Another benefit of Hershey Chocolate is that it makes people happy. The campaign will

want to convey that nobody can be sad when its the Holidays, youre surrounded by family,

and you have Hershey Chocolate within reaching distance.

Our Message:

a. At Hershey, a major goal is helping people open their eyes to the simple moments that have

the potential to become amazing moments. Around the Holidays there are so many amazing

moments that pass people by. During this campaign, the goal will be to show people how many

amazing moments come when you are eating Hersheys Chocolate with family and friends. That

message will be conveyed through positive images, sounds, and people gathering together.

AD IDEAS

The overall theme for this new campaign will be Hello Holidays, a play on their

previous campaigns, Hello Happy, Hello Hershey and Hello from Home. The ads described

below will all have the feel of Hershey and Holidays.

Hello from Home

1. A soldier is overseas and cant be home with his family for the holidays. His family sends him

a little care package with Hersheys kisses and the message, Hello from Home.

2. The weather is very bad and a snowstorm (flights canceled, roads closed) keeps a college

student from being able to make it home for the holidays. Package shows up at the door and it is

a box filled with Hersheys and a note saying Hello from Home.
Hello Santa

3. Santa is on a rooftop getting ready to slide down the chimney and his sack of presents is filled

with Hersheys kisses.

4. Kids putting out cookies for santa, and the cookies are the ones with the Hersheys kiss on the

top.

Hello New Year

5. Short new year's resolutions written on the inside of each Hersheys kiss foil.

6. A new year's eve party and instead of confetti, Hersheys fall. Two kids see two adults kiss at

midnight, and they exchange Hersheys kisses.

Hello Dessert

7. A little kid has not eaten his dinner yet and is caught trying to sneak his hand in the candy jar

of Hersheys.

8. Using the Hersheys chocolate syrup to make hot chocolate.

Hello Mistletoe

9. Two people are standing under a mistletoe and when they look up, there are two Hersheys

kisses in replacement of the mistletoe.

Hello Holidays

10. A Menorah with Hersheys kisses replacing the nine flames on the top on the candlesticks.

11. A Christmas tree decorated with Hersheys kisses and candy. Christmas lights on a tree or

house and instead of twinkle lights, they are the twinkling silver of a Hersheys kiss.

AD COPY

Hello from Home.


The Hello from Home print ad will feature an overseas soldier that is not able to make

it home for the Holidays. His family, missing him dearly, sends him a package with

Hersheys chocolate and notes from loved ones.

The visual for this ad will be a soldier opening his box of chocolate and reading some of

the letters he has received.

The Hershey logo will be in the bottom right hand corner and the slogan Hello from

Home will be featured at the top of the ad.

PRINT AD

This ad features a soldier reading a letter from home. Ideally, this ad would have a gift

package of Hersheys Chocolate sitting in front of him so the viewer would really know what the

ad is all about. The purpose of this ad will be to remind people that there are some people that

will not be able to make it home for the holidays and will be targeted towards families that have

loved ones overseas.

RADIO AD
This radio ad is designed to pull at the listener's heart strings and is a continuation of the

print advertisement above. The ad will focus on a soldier that will not be able to make it home

for the holidays. In a call home to his mom, he breaks the news that he will not be able to make it

home. The saddened mom comes on to tell her son that she understands and that she will try to

make his holidays overseas something to enjoy. At the end of the ad, a Hersheys announcer

comes on to remind the listeners to not forget about the men and women that will not make it

home this year. The announcer ends with the campaign slogan. The purpose of this ad will be the

same as the print ad above.

Description Audio

SFX Quiet Christmas music

Mom, sounding worried Are you able to make it home for the Holidays
this year?

Soldier I dont think Ill be able to, sorry mom.

Mom, sounding upset Thats ok honey, maybe well try to get you a
care package out there in time.

Hershey Announcer As the Holidays get nearer, dont forget about


the men and women that cant make it home
to their families.

SFX Christmas Music

Hershey Announcer Say Hello from Home with Hersheys


Chocolate.
TV AD

A continuation of the Hello from Home campaign, this commercial ad will focus on a

college student that is trapped in his dorm by a blizzard that has taken over his campus. A mother

and son facetime and the son informs his mom that the roads will not be open in time. The mom

says she is sure hell be able to make Christmas a special one. As the Hershey announcer is

talking about the gift package, images of the mom purchasing, wrapping, and sending her son the
Hershey gift package flash by. The purpose of this ad will be to get parents that are missing their

children to buy them a Hershey gift.

Audio Video

SFX: Background noise from dorm


setting

Mom: Theres a big storm coming in, Do you think Mom is facetiming with son. You
you'll be able to make it home for the Holidays? can see a blizzard out the window
of sons dorm

Son: I dont think the roads are going to open back up Son looks disappointed about the
until after Christmas. snow

Mom: Thats okay. Maybe youll get something in the


mail that will make Christmas more special

Hershey Announcer: Making the Holidays special for Jump to scene of mom picking up,
missed loved ones is easy with Hershey. Say Hello from wrapping, and sending her son a
Home with a Hershey gift package. Hershey gift package

DIRECT MARKETING

This direct marketing piece will be sent out to customers that have been with The

Hershey Company for multiple holiday seasons. The goal of this piece will be to invite them to

come back for yet another season and to thank them for all that they have done. The front of the

envelope will be personally addressed to the home or business owner and a bright and cheery

Happy Holidays! will be at the bottom. A Hershey Kiss will serve as the point on the

exclamation point so the customer knows who the piece is from without turning it over. On the

opposite side will be the image of Hershey Kiss in traditional holiday colors. On the flap of the

envelope there will be a sentence inviting the customer to open it for more information. Inside

will be a letter personally addressed to the customer wishing them a happy holiday, thanking

them for all they have done, and offering them a reward.
WEBSITE

The website for The Hershey Company does a very good job of reflecting the overall

brand. Every link you click on has something to do either with the products they sell or what
Hershey is all about. The website is very easy to navigate. The top of the page has a menu for all

of the different places within the site. When you click on the links, you are brought directly to

the homepage of whatever link you clicked on. If you still cannot find what you are looking for,

Hershey has made it even easier by putting a search bar in the upper right hand corner. Although

easy to navigate, the website is lightly covered with ads for different candies and slideshows

scattered about (Hershey).

SOCIAL MEDIA

To get the consumers of Hershey tweeting, the company should plan to launch the Hello

Holidays campaign very soon. As the Holidays are getting closer, more and more people are

going to start wanting something sweet to give as gifts and stocking stuffers. Hershey should

start tweeting at customers to get them excited for the Holiday season and for their upcoming

campaign. By tweeting at customers, Hershey could potentially get feedback on what consumers

want to see from the company.

SUMMARY
We discovered that Hershey really centers their advertising around moments and

memories with the people you care about. Hershey's is a well known brand that has been around

for many years. If someone says the word Hershey's, everyone knows what they are talking

about. Their headquarters in Hershey, Pennsylvania is a prominent business in that region and is

known for their quality products. We like Hersheys current campaign; Hello from Home and

Hello Hershey. We think they can do a lot with these taglines, and could really expand their

brand and advertising. Our idea of Hello Holidays fits in well with Hersheys brand and

business.
APPENDIX

Back, L., & Jahn, C. (2016, November 27). [Chocolate Preference Survey]. Survey

Bender, J. (2015). Chocolate industry. Retrieved December 06, 2016, from

https://www.statista.com/topics/1638/chocolate-industry/

Business Wire. The Hershey Company Recognized for Fostering an Open and Inclusive

Environment for Its Employees. (2016). Retrieved December 06, 2016, from

http://www.businesswire.com/news/home/20160715005581/en/

"The Hershey Company Home." The Hershey Company | HOME. N.p., n.d. Web. 06

Dec. 2016.

Mars, Incorporated. (n.d.). Retrieved December 06, 2016, from

http://www.mars.com/global

Nestle. (n.d.). Retrieved December 06, 2016, from http://www.nestle.com/

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