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...