Hershey’s Advertising Campaign

Alanoud AliChristine Castillo

Fatima TariqRemi Eid

Sara Kazilbash

Background

• Largest manufacturer in North America• Founded in 1984, in Pennsylvania by Milton S. Hershey• Until April, it was called Hershey Chocolate Corporation

In UAE

• Hershey’s products have been in UAE for some time in grocery stores, gas stations, etc..

• They recently opened in Dubai Mall• Their focus was on below-the-line advertising

• Hershey’s has given our agency the chance to create an above-the-line campaign for them in the UAE market.

• This campaign would include:o Advertisements in print (magazines and newspapers)o Out-of-home (billboards)o Radio ad.o TVC

Culture

• A way of life• We learn culture as and when we are exposed to it• Certain aspects of culture change over time• There are several layers of culture. These are usually

illustrated through culture as an onion:

• Each of these layers is highly important in the UAE culture• The culture of the UAE values togetherness• They also value productive competition among group

members• Hershey’s has been able to pinpoint this core idea, and

work towards it• Ex: a Hershey’s store in Dubai Mall, as well as product in

Candylicious also in Dubai Mall

Brand Association Network

• A brand is a network of associations in the mind of the consumer

• We had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s

Hofstede’s Dimensions of Culture

According to Hofstede’s dimensions, UAE has:

• A high power distance: our target audience comes from the middle upper class

• A collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” culture

• A feminine society: chocolate is always a part of the welcoming process. We developed our campaign to bring women together over chocolate

Campaign

• Hershey’s has to be localized• Hershey’s previously hired OMD MENA as its media partner,

to understand regional and local needs• Hershey’s is competing with international chocolate brands

as well as local ones• Hershey’s mainly carries out below-the-line activities in the

UAE market• Whereas its close competitors like Galaxy and Ferror Rocher

do a lot of advertising on TV and in print

• Hershey’s has done customization for the Arabic culture• They also understand how this culture prefers customized

products• They understand the competitive environment in the UAE

(ex: biggest buildings, tallest towers, etc.)• Thus they created competitions for biggest chocolate bars,

etc.• Hershey’s are offering over 300 types of chocolates, giving

their customers a variety of options

Big Idea!

We are creating an advertising campaign that is used to raiseawareness amongst its clearly defined target audience

Big idea for the campaign is related to happiness which is achieved with togetherness

Target Audience

Geographic:• UAE

Demographics:• Females - 18-25 years, prospects• All ethnicities• Monthly Household Income (MHI) - ≥ AED 20,000

Psychographics: • Live an upscale lifestyle• Tend to choose and buy the best• Have a sweet tooth

Creative brief

What do we want to accomplish?• To maintain a unique position in the chocolate market in the UAE• Show the advantages of the Hershey’s such as the variety of chocolate

types they are offering their customers.

Who are we talking to?• Females from all ethnic groups who live in the UAE, ages from (18-25)

What do we want them to think?• The only chocolate that satisfies their needs • To associate Hershey’s brand with the sense of belonging that brings

everyone together.

Why should they think this?• The fact that Hershey’s has 300 different types of chocolates that

would satisfy all tastes of customers in any occasion

• We want our target to associate Hershey’s as the factor that brings them together even though they are from many different nationalities that live in the same country

• The common factor that they all share is their love for chocolate which brings them all together as one unique culture

What is the one thing?• Hershey’s is best choice of chocolate that satisfies their needs

Big Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyone

Slogan : “Melting Point of Happiness”

Executional Framework

• Dramatization• Slice of life

Advertising Appeals

• Humor• Emotional Appeal

Our Advertisements

Print Ad

Bill Board

• Radio Ad• TVC Ad

Conclusion

• Hershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customers

• Since they have below-the-line advertising, we created a campaign to effectively reach our target audience

• Hershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”

The End

Any questions?