You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
Hershey's
S’mores Saturday
RAN IN: United States
CLIENT
The Hershey Company
Jill Baskin, Hershey’s, CMO
Ian Norton, Senior Director
AGENCY
Pamela Mufson, Creative Director
June Lee, Creative Director
Kate Pinelli, Account Director
Ned Crowley, Global CCO
Kelly Dittrich, Strategist
Jennifer Zimmerman, Global CSO
Justin Lee, Senior Producer
Laurel Flatt, President, Chicago
Dave Reger, Executive Creative Director
Michael Straznickas, Executive Creative Director
Sally Cox, Group Managing Director
Anna Conroy, Group Strategy Director
Alexandra Comito, Partner, Strategy
Winnie Ho, Partner, Portfolio Management
TPN Retail
Christina Nofi, Group Account Director
Elaine Bragg, VP Executive Creative Director
GMR Marketing
Jeff Bayson, Executive Creative Director
Lindsay Loridon, Account Supervisor
SUMMARY
In 2019, Hershey’s faced a number of challenges heading into summer. The Hershey’s s’mores business was in decline, the competition was fierce, and cultural and behavioral forces were against us. In short, we needed to show people how Hershey’s s’mores could play a meaningful role in their lives. So we leaned into our brand strength of connecting people, which led to an underdog story of summer success, as we beat retail sales projections by 28%!
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: BRANDED CONTENT,CINEMA,EVENTS,INTERACTIVE/ONLINE,MOBILE/TABLET,PRINT,SOCIAL MEDIA,TV
Audience: Women, USA, mid 20s – early 40s, all races
Objectives: Drive Growth/sales increase
Type: Business to Consumer
Language: English
