Hershey Foods Corporation: Little Hershey's Kisses campaign
Susan RislandOverview
Simple advertisements with a large amount of white space attracted the attention of consumers and created a brand image for Hershey's Kisses, a teardrop-shaped candy made of solid milk chocolate and wrapped in silver aluminum foil that could be opened by pulling on a paper tab. Each ad in the "Little Hershey's Kisses" campaign featured a graphic illustration of the product and a small amount of text that focused on the candy's appealing taste. One 1986 ad in Family Circleshowed three identical pictures of a Hershey's Kiss with...