Have you looked at a Hershey’s bar lately? As we prepare for the onslaught of big and loud holiday marketing, I want to discuss a big campaign that fascinates with its simplicity.
Anyway, back to that chocolate bar. I was in line at a store a few months ago and yes, I gave into temptation. While waiting, I turned the bar over and noticed something different. In the lower left corner, tucked under the flap and the ingredients, was a logo and copy box.
The statement was a salute to the Centennial Celebration for the Milton Hershey School and a thank you from the company for purchasing the product. What caught my eye as both a consumer and a marketer was that despite the size of the graphic, it looked clear and stood out nicely thanks to a contrasting reverse. It was also an interesting turn to feature something that is a top line consideration in Hershey’s business decisions.
The campaign highlights the school which according to company info, “is the nation’s largest, cost-free, private, co-educational home and school for children (Pre-K through 12th Grade) from families of low-income, limited resources and social need.” All funding for the school comes directly from the Hershey Trust Company which is fully funded by profits from The Hershey Company. See the press release here and the website here.
The campaign began during the 2009 holiday season on Hershey’s milk chocolate bars and milk chocolate bars with almonds. This holiday season, the branding is extended to Hershey’s Pot Of Gold product. It’s not a small effort, but the execution is subtle and clean. After doing the background, I reached out to Anna Lingeris, public relations manager for The Hershey Company, to learn more.
“The 100th year was a great time to start a permanent thank you to consumers,” said Lingeris. “We had never promoted the story and yet, the Milton Hershey School is part of our DNA.
“We launched a strategic TV campaign during the 2010 Academy Awards and featured Queen Latifah in a PR campaign during the centennial,” Lingeris continued. “Obviously, it’s a large decision any time you change packaging, but by extending now to Pot Of Gold, it shows the importance of the message.”
That packaging comment gets back to my point at the top. When your company’s branding and message is consistent, even as a small business or organization, a small step can make a big impact. Why else would I have noticed this copy and logo?
Always think through the important ingredients of your campaign. Where can you have impact? What impact do you want and at what volume and intensity? What will the ingredients look like when the project is completed?
Most of all, remember that inspiration is sometimes on the back, in the lower left corner, behind the flap.