Hershey Product Launch

Helping a chocolate brand win on something that’s not chocolate

  • Problem

    Since 1899, Hershey’s has been synonymous with chocolate. But in 2018, this familiar brand wanted to launch something that wasn’t chocolate at all.

  • Insight

    Foreign things become familiar through the power of metaphor. And they become crave-able through the power of intrigue.

  • Solution

    We used the power of intrigue (“not chocolate”) and metaphor (“tastes like winning Olympic gold”) to make Gold the most crave-able (and hyped up) Hershey’s bar yet.

Results

Within the first month, Gold became the largest new product launch in the 123-year old history of Hershey’s, garnering:

2B+

earned media impressions

660+

earned placements

Highest

trial and velocity for a new Hershey’s product

Team

Strategy: Yours Truly
Creative Agency: Crispin Porter Bogusky