BRAND
Hershey's Chocolate Spreads, B2C
AGENCY
MARKET CONTEXT
Hershey's was a late entrant in the chocolate spreads category in India which was monopolized by brand Nutella.
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.
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.
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.
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