One of a Kind Hershey's Kisses

Hershey's® Kisses® Brand: Reviving an Icon through “One of a Kind” Consumer Insights

BUSINESS SITUATION

Hershey's Kisses brand has been an American icon for over 100 years. It has near universal brand awareness and one of the top equities among all brands (Harris EquiTrend, 2008, 2009). Beginning in 2006 however, Hershey's Kisses brand began to experience erosion with declining sales and share. This was due to a number of factors including:

  • Ad spending was low relative to competitive spending

  • Recent creative focused on a broad female target

  • Advertising did not communicate a compelling emotional benefit

MARKETING STRATEGY:

Revitalize Hershey's Kisses brand by:

  • Reinforcing the brand's relevance by understanding the essence of what the brand stands for, both emotionally and functionally