May 20, 2019

Marketing Monday Tip: A Lesson from Hershey’s Summer Chocolate Bar

For the first time in Hershey’s 125-year history, the brand is changing its iconic original milk chocolate bar and packaging.  This summer, The Hershey Company is releasing a limited-edition Hershey’s Milk Chocolate Emoji Bar, featuring 25 different emojis across six types of packaging.  Intended to encourage sharing and collectability, the company researched top emojis from parents and kids based on their potential as conversation starters.

The brand’s switch-up of its classic and most recognizable features reveals how dominant mobile message is in American culture.  Through focusing on shareability and a limited product run timed around a key summer sales window, Hershey’s is aiming to win over many young consumer groups who have a growing preference for mobile messaging.



Why should you care?

Hershey, among other notable brands, has embraced the emoji trend as a strategic move towards modernizing their image and appealing to younger generations.  But, at the same time, Hershey is taking a step back from everything digital.  This campaign goes beyond using a hashtag on social media.  This campaign starts real conversations.

One of the best things you can do for your brand is to get people talking about it.  You can start a conversation with almost anything – a whimsical pen, a risqué topiary, or a quirky slogan on a postcard.  Be open to modernizing your brand and taking risks, even if that means putting a silly emoji on your chocolate bar.

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Editorial Contact:

Margaret Mastrogiacomo
EVP, Strategy
Phone: (212) 782-3764