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

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Source: FS – All – Hotels – News
Marketing Monday Tip: A Lesson from Hershey’s Summer Chocolate Bar