Hershey Uses Holiday Nostalgia To Build Brand Awareness

Core Insights - Hershey's Kisses has evolved a 35-year-old television commercial into a multi-platform digital experience, partnering with NBC for the Rockefeller Center holiday tree lighting event [2][4] - The collaboration aims to blend nostalgia with innovation, showcasing Hershey's strategy of engaging modern consumers through experiential retail [4][5] - Hershey's approach includes leveraging social media for product ideas, resulting in successful launches and maintaining relevance in the market [6][8] Financial Performance - Hershey reported nearly flat sales year-over-year in 2024, but gross margin increased by 6.1% and profits grew by 13.2% [7] - The company achieved 6.5% net sales growth in the third quarter, driven by successful innovation launches and strategic pricing initiatives [7] - Despite challenges from elevated cocoa prices and tariffs, Hershey raised its full-year guidance, indicating confidence in returning to normalized growth by 2026 [7][9] Innovation and Market Strategy - Hershey has delivered five of the top ten innovations in the candy-mint-gum category this year, reflecting a broader transformation within the company [5] - The introduction of new flavors and collaborations, such as the Reese's Oreo, has driven significant sales, with $25 million generated in the first five weeks post-launch [6] - The company's strategy focuses on balancing timeless brand stories with contemporary storytelling to engage new generations [6][9]