Creativity

A Clever Girl Goes All-Out to Spend Time With Dad in Hershey's Brand Campaign

Chocolate Brand Unites All Products Under One Campaign, With More Emotion to Boot

By E.J. Schultz. Published on Feb 05, 2016

Editor's Pick

For years Hershey has advertised its products separately -- from syrup to bars -- with advertising that rarely told stories and instead focused on what's inside the wrappers. But starting next week, the brand is making a major strategic shift with a new campaign that unites all Hershey branded treats under one campaign, while seeking to inject more emotion into ads.

The effort, called "Hello Happy. Hello Hershey's," begins Monday with an ad by Arnold called "My Dad." The spot -- an extended version is above -- chronicles the inventive, and charmingly funny way a young girl seeks to get some time with her dad, who is busy all day working from home. The ad ends with the two of them making s'mores in the kitchen using Hershey's Syrup and bars.

The new tagline is accompanied by the shape of a heart spelled out with the brand's syrup, bar and spread. The soundtrack is a remake of Steve Winwood's "Higher Love," sung by Mr. Winwood and his daughter, Lilly.

"What we've heard from consumers is that they see one brand Hershey," said Melinda Lewis, senior director of the Hershey brand franchise. So the new campaign is "leveraging the power of Hershey as a mega franchise."

Read more about Hershey's big strategic shift on Adage.com.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Feb 05, 2016
Agency:
Arnold Worldwide
Chief Marketing Officer:
Peter Horst
Client:
Hershey's
VP General Manager:
Mary-Ann Somers
Director of Marketing:
Melinda Lewis
Senior Brand Manager:
Stacie Stauffer
Global Chief Creative Officer:
Jim Elliott
ECD/Production:
Mathew Jerrett
ECD/Production:
Tim Flood
ACD/Art Director:
Reto Oetterli
ACD/Copywriter:
Adam Marzec
Broadcast Producer:
Jill Rothman
Broadcast Producer:
Jen Hubbard
Assistant Producer:
Nevona Friedman
Digital Producer:
Michael Bucchino
Business Affairs:
Shaunda Slade
Creative Planner:
Sara Bamber
Creative Planner:
Meghan Taylor
Creative Planner:
Kevin Harrington
Creative Planner:
Jennifer Fleet
Marketing:
Peter Grossman
Marketing:
Kathy Stahler
Marketing:
Isabel Muñoz
Marketing:
Elise Falcon
Production Company:
The Corner Shop
Director:
Peter Thwaites
Executive Producer:
Anna Hashmi
Line Producer:
Alicia Richards
Director of Photography:
Tom Sigel
Editorial:
Rock Paper Scissors
Editor:
Stewart Reeves
Sound/Mix:
Tom Jucarone
Music Track:
"Higher Love"
Music Artist:
Lilly and Steve Winwood
Music Company:
Melillo Music
Visual Effects:
The Mill

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.