Brands That Hit the Sweet Spot | Industry Insights | All MKC Content | ANA

Brands That Hit the Sweet Spot

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Looking for a way to satisfy your sweet tooth? Check out what these confectionary brands are doing to engage with audiences in unique and memorable ways.

Hershey’s Goes Digital

As the rise of digital and social continues, brands need to step up their game to capture audience attentions. Hershey’s found that shifting its marketing efforts to digital and social platforms has helped it to connect with a wider range of consumers. To promote its iconic Hershey’s Kisses product, Hershey’s created the all-digital “Say It with a Kiss” video campaign, which highlighted the unique rituals of Hershey’s Kisses consumers. To spread its message globally, Hershey’s created the Hershey’s Happygrams campaign in the Philippines. This joyful campaign featured virtual Hershey's chocolate bars inscribed with cheerful messages.

Mars Brands in Pop Culture

Not every brand can successfully insert itself into pop culture, but Mars has figured out how to do it both authentically and meaningfully. From Super Bowl commercials to user generated content and even political cartoons, Snicker’s “You’re not you when you’re hungry” campaign leveraged a simple human insight and star power to create an unforgettable brand experience.

For M&M’s 75th birthday, Mars created a new cover of the “Candyman” song, made famous by Sammy Davis Jr. In this remake, Mars took the song in a new direction by partnering with soul singer Aloe Blacc and Grammy-award-winning DJ Zedd. Mars hosted a party to celebrate the M&M’s brand and premiered the song live for 400 guests.

Sour Patch from Mondelez Targets Gen Z

When 7-Eleven’s non-chocolate candy and gum sales were dropping, Modelez brand Sour Patch Kids partnered with the convenience store to offer exclusive Sour Patch Watermelon Slurpees. Targeting Gen Z (ages 16 to 19), Sour Patch challenged consumers to “Catch Them While You Can” by promoting the limited-time offer on social media, in-store signage, and can’t-miss billboards across the U.S.

Source

"The Hershey Company Drives Growth in a Digital-First Culture." Mary-Ann Somers, General Manager and VP of U.S. Confection at The Hershey Co. 2017 Brand Masters Conference, 2/16/17; "Hershey's Happygrams." 2016 MMA Smarties Bronze Winner, Mobile Social. Brand: Hershey's. Lead Agency: MRM//McCANN; "Snickers. Satisfied." Allison Miazga-Bedrick, Marketing Director at Mars Chocolate Filled Bar Brands Portfolio North America; Susannah Keller, EVP and Global Director at BBDO New York. ANA 2017 Brand Masters Conference, 2/16/17; "Can You Believe M&M's Is Celebrating Its 75th Anniversary This Year?" Berta De Pablos-Barbier, Vice President of Marketing at Mars Chocolate North America. ANA Brand Activation Conference, 4/19/16; "SOUR PATCH Watermelon SLURPEE Campaign." 2016 Silver Effie Winner, Shopper Experience. Brand: SOUR PATCH KIDS, SLURPEE. Lead Agency: Phoenix Creative Co.

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