What is Hershey's doing to boost its brand?

Hershey's is launching its first new advertising campaign in eight years with a 20% increase in marketing budget, utilizing new channels like TikTok and live events.

How is Hershey's advertising its products differently?

The new strategy includes influencer marketing on TikTok, live events, and promotions around cultural moments, alongside traditional media and a movie about the founder.

Why is Hershey's increasing its marketing budget now?

The company aims to fill sales gaps outside of holiday seasons and increase overall brand relevance and sales, supporting broader portfolio growth.

Home / Business and Economy / Hershey's Boosts Marketing for 125-Year-Old Brand

Hershey's Boosts Marketing for 125-Year-Old Brand

15 Jan

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Summary

Hershey's marketing budget increased by 20% for its flagship brand.
New campaign will leverage TikTok, live events, and major cultural moments.
The company aims to increase sales outside of traditional holiday seasons.

Hershey's has injected a 20% increase into its marketing budget, launching its first new advertising campaign for the 125-year-old brand in eight years. The company plans to utilize a mix of traditional and streaming TV, alongside newer avenues such as TikTok influencer campaigns, live events, and promotions tied to major cultural moments like the Winter Olympics and America250 celebrations, beginning next week.

The renewed marketing strategy includes innovative plays like a forthcoming movie titled "Hershey," which chronicles the company's founder and his wife. Recent promotional activities, including limited-edition "Dubai-inspired" bars in Times Square and a presence at the Rockefeller Center tree-lighting ceremony, signal a shift from primarily seasonal advertising to a strategy focused on staying relevant and visible year-round.

This initiative aims to drive growth for Hershey's, a core brand, which in turn is expected to fuel expansion in other product areas. The push comes during a period of fluctuating cocoa costs and mixed sales results, with a recent overall company net sales increase of 6.2% but subdued Halloween retail sales.