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

Geoffrey Precourt

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

Christmas & festivals
E-commerce & mobile retail
Confectionery
Marketing in a recession
Crisis management
Pricing strategy
Sales promotion
United States
Strategy

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.

Takeaways

Activation strategies...

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