Hershey’s Product Launch Strategy

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

Hershey's Product Launch Strategy