Hershey champions the "3Cs" of brand building

This event report outlines how The Hershey Company, the confectionery manufacturer, has sharpened its strategy for building brands.

Hershey champions the "3Cs" of brand building

Stephen WhitesideWarc

Over the last two years, Mary-Ann Somers has helped The Hershey Co. transform its recipe for building brands.

Somers, who oversees a product portfolio featuring sweet treats like Hershey's Kisses, Reese's Peanut Cups and Jolly Rancher, was named as the company's General Manager/VP US Confection in March 2015, following spells at blue-chip marketers including Colgate-Palmolive, Unilever, and the Coca-Cola Co., where she served as VP/GM in the water/tea/coffee group until March 2015.

As she told delegates at CES 2017, the candy manufacturer's refreshed brand-building agenda is shaped by three main...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands