BRAND
Hershey's Chocolate Spreads, B2C
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AGENCY
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MARKET CONTEXT
Hershey's was a late entrant in the chocolate spreads category in India which was monopolized by brand Nutella.
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THE CHALLENGE
Hershey's had a strong 'chocolaty' equity. Moms perceived the brand as an indulgence and hence, unhealthy for frequent consumption by kids.
THE INSIGHT
A new age, progressive mother momentarily removes her mask of adulthood to bond with her child. She is always on the lookout to maximize the bonding moments with her child.
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THE STRATEGY:
Meal times are important bonding moments between a mother and child which are usually wasted due to constant
negotiations over food.
Strategic Shift: Meal times are WAR times --> Meal times are FUN times
Leverage the product truth of fortification with almonds to change the perception among mothers from Hershey's being an indulgence to a nutritional treat so that it enters her daily repertoire of products.
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THE EXECUTION:
Creative Expression – Goodness of Hershey's Happiness
Pan-nation integrated campaign using a well-known celebrity known for her parenting to communicate the ‘Taste along with fortification’ credentials. Television commercial was supported through on-ground activations, out of home, print and strategic media tie ups to reach our target group.
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THE RESULTS:
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Double digit market share within 8 months of launch
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Awareness scores of Hershey’s Spread outperformed the scores of the leader brand – Nutella