At The Hershey Company, the candy is the star, but marketing executives at the chocolate titan have figured out a way for the sweets to share screen time with some notable guests.
\n\nKatseye, the popular all-girl pop group, will have a significant role in a new ad campaign aimed at introducing new Hershey’s Crème Bars to consumers — and their appearance suggests marketers long attached to themes of nostalgia are willing to break some longstanding rules in a bid to get noticed in a crowded marketplace.
\n\nHershey’s doesn’t need to do a lot to stand apart. The wrappers for its signature chocolate bar and Reese’s chocolate-and-peanut-butter candy are cultural icons. And yet, the company may need something differ to catch the attention of younger customers, says Stacy Taffet, the company’s chief growth and marketing officer, during a recent interview.
\n\n“There’s a lot of trust and nostalgia and emotional connection” tied to Hershey products, Taffet says. “But as we think about a younger cohort, in particular, Gen Z, teens, twenty-somethings, they love Hershey, but they also want to experiment with new flavors, different textures, more indulgent premium experiences.” The new Crème Bars, which come in flavors such as affogato and salted…
Original source: https://variety.com/v/tv/