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...