Hershey's Pure Campaign
Noora Abu Eitah — August 4, 2008 — Marketing
Earlier this week, Arnold Worldwide Ad Agency launched the Hershey's Pure Campaign, which aims to connect Hershey's chocolate brand with the emotions of happiness, innocence and simplicity. This spot will serve as an umbrella campaign for the company's core brands, such as Reese's, Kisses and Hershey's Dark Chocolate. Just like its slogan, this commercial spot showcases the simplicity of traditional ads with a fun animated twist.
Oh, and by the way, the soundtrack for the ad is the song 'I Melt With You'. Clever...
Oh, and by the way, the soundtrack for the ad is the song 'I Melt With You'. Clever...
Trend Themes
1. Emotional Branding - Opportunity for businesses to connect with consumers on a deeper emotional level and create meaningful brand experiences through campaigns like Hershey's Pure.
2. Umbrella Campaigns - Disruptive innovation opportunity for companies to create overarching umbrella campaigns that unite multiple brands under a common theme, maximizing brand exposure and impact.
3. Animated Advertising - Potential for businesses to stand out and capture audience attention by incorporating fun animated twists into their traditional ad campaigns.
Industry Implications
1. Confectionery - Disruptive innovation opportunities for confectionery companies to leverage emotional branding and umbrella campaigns to create a stronger connection with consumers and drive product sales.
2. Advertising - Opportunity for advertising agencies to explore new creative avenues, such as animated advertising, to engage audiences and deliver impactful brand messages.
3. Food and Beverage - Potential for food and beverage companies to utilize emotional branding strategies and umbrella campaigns to build brand loyalty and differentiate themselves in a competitive market.
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