Hershey refines touchpoints of consumer engagement

This event report provides details of research conducted by Hershey, the confectionery brand, to understand the role of various touchpoints on the path to purchase.

Hershey refines touchpoints of consumer engagement

Geoffrey PrecourtWarc

In the early 1900s, brand-building for Milton S. Hershey was relatively simple: package a bar of quality chocolate inside a rectangular wrapper emblazoned with his family name – rendered all in caps, using the distinctive Haettenschweiler Bold typeface.

Thanks to one smart design-driven step, the Hershey Co. possessed a powerful point-of-purchase display at checkout counters all over the US – imagery which also could provide instant, distinctive identification in print ads.

Candy marketing is much more complicated in the 21st century. Not only are hundreds of brands colorfully competing for...

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