Not long after COVID-19 prompted lockdowns and public health exhortations to wear masks last spring, Jill Baskin, CMO at The Hershey Co., heard something intriguing from a colleague.
Keith Negley/theispot.com
"We have a brand manager whose wife works at Penn State Health and she told him that there is such a thing as mask breath," Baskin says. She quickly tasked C-Sweet, the in-house agency she launched in 2017, with developing a campaign for social media that connected the problem of mask breath with a solution provided by Hershey's Ice Breakers mints. The result was a 15-second spoturging people...