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

We made the “not chocolate” Gold famous through a combination of TV, social media, partnerships with the US Olympics and retailers like 7Eleven.

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

TEAM
Strategy Director: Yours Truly
Creative Directors: Mona Hasan, D’Arcy O’Neill
Account Directors: Rob Hofferman, Travis Reeb
Communications Strategist: Chris Shewmake
Senior Strategist: Nicole Hering