Core Insights - The Hershey Company is modernizing its iconic "Holiday Bells" commercial while maintaining its traditional charm, aiming to enhance consumer engagement during the holiday season [2][4][5] Marketing Strategy - Hershey is sponsoring the "Christmas in Rockefeller Center" special and has launched a multichannel campaign that includes interactive experiences, digital platforms, and social media to modernize the "Holiday Bells" ad [3][4] - The campaign features an interactive LED-powered mat that allows consumers to recreate the "Holiday Bells" ad, enhancing engagement and content generation [5][6] Content Creation and Consumer Engagement - The company is leveraging local influencers and various digital platforms, including TikTok and Snapchat, to amplify the campaign's reach and encourage user-generated content [6][7] - Hershey's strategy reflects a shift towards creating a connected ecosystem across all consumer touchpoints, ensuring a cohesive brand experience [9][10] Organizational Changes - A new role, vice president of consumer connections, has been established to oversee integrated media and strategy, focusing on creating a seamless consumer experience across all marketing functions [9][11] - The company is rethinking its communication and measurement strategies to adapt to evolving consumer behaviors, emphasizing the importance of a unified brand presence across different platforms [10][11]