The Hershey Company has relaunched its core travel retail exclusive products with new graphics designed to drive consumer engagement and strengthen global brand recognition.
Hershey said the packaging refresh celebrates the confectionery company’s American heritage and underlines its commitment to attracting shoppers and “unlocking occasions” in travel retail.
Bright and bold product images support the company’s ‘ease of shop’ strategy and enhance brand recognition, while travel imagery highlights the packs’ exclusivity.
The company noted a global study which revealed that the top purchase barrier in confectionery is shoppers not being able to find the item they were looking for. It also noted that confectionery shoppers continue to engage less with sales staff.
The Hershey Company Team Lead Customer Marketing World Travel Retail Nancy Amato said: “We are pleased to be elevating our branding strategy to delight consumers at point of sale. The new graphics clearly communicate our brands to drive appetite appeal and our heritage as America’s most iconic confectionery company, while also leveraging travel themes.”
Hershey said the rollout marks a significant move for the company, which celebrates 125 years of business this year and boasts the ranking of top confectionery company in the US.
The Hershey Company Director of World Travel Retail Steve Bentz commented: “With 125 years of experience in making more moments of goodness, strategies are in place to keep the momentum going in our channel. We are focused on expanding the gifting occasion and targeting younger millennial consumers with fresh approaches that drive continued category leadership and brand affinity for our iconic brands.”
The relaunch includes 200g to 500g Sharing Pouches which include a new America’s Favorites Sharing Assortment; Hershey’s Miniatures Sharing Assortment; Hershey’s Cookies N Creme Snack Size; Kisses Milk Chocolates; Kisses Milk Chocolates with Almonds; Kisses Cookies N Creme Candy; Reese’s Peanut Butter Cups Miniatures; Reese’s Peanut Butter Cups Snack Size; Reese’s White Peanut Butter Cups and Reese’s Pieces Candy.
The 454g to 507g World Traveler Gifting Collection gift boxes include Kisses Milk Chocolate Assortment, Reese’s Peanut Butter Cups Assortment and Hershey’s Nuggets Chocolates Assortment.
A new 495g Miniatures USA souvenir box features landmarks associated with California and New York City. Hershey said the line, which includes Hershey’s Milk Chocolate, Hershey’s Special Dark Chocolate, Mr Goodbar and Krackel, reinforces Hershey’s strategy of embracing its American identity. The product will roll out mid Q1 2020.
As reported, The Moodie Davitt Report urged the worldwide travel retail community to turn pink this month as part of its #thinkpinkTR campaign to highlight breast cancer awareness and prevention. We opted to donate a double-page spread of advertising in our post-Cannes eZine to the brand with the best #thinkpinkTR touch on their stand at the recent TFWA World Exhibition. And the winner was The Hershey Company with its bright Kisses campaign.