Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.

Why it matters

Occasion marketing is essential in certain industries, as Easter, Halloween and Christmas drive consumer purchases. As COVID-19 upends these annual events, brands need to adapt in line with new consumer realities.


  • Activation strategies may need to begin before they are usually introduced in recognition of new buying habits, not least the importance of e-commerce.
  • With many consumers likely to be cash-strapped as the recession hits, introducing different pack sizes and options will be essential.
  • Promotional strategies need not always focus on price, but could aim to obtain greater shelf space at a time when many items...
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