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The Hershey Company - Advertising Proposal


            The Hershey Chocolate Company's entrance into the confectionary world occurred at the beginning of the 20th century, following the decision of Milton Hershey, a candy manufacturer, to add a layer of milk chocolate to a line of his company's caramels. The chocolate received immediate success, with a steady demand driving the creation of various forms of the chocolate including the iconic Hershey Bar. Once the market was established for this distinctly flavored confection, a factory dedicated solely to the production of chocolate was opened in 1905, in rural Pennsylvania, becoming the first American company to produce milk chocolate. Following its debut was a string of new product lines including the classic Hershey's KISSES and the acquisitions of other companies with well-established market share divisions, including Reese's, and the manufactures of TWIZZLERS. Despite the hardships of the Great Depression it remained profitable and avoided, unlike many other corporations, worker layoffs. It has been associated with American patriotism due to its contribution of chocolate bars during wars, called Ration D bars. The company has experienced continued rapid growth and development as a representative of Americana, despite of and especially during hard times. .
             Hershey's Advertising strategy has been consistent since its early days with a slew of feel-good image association ads reminding the masses of its first advertisement's message describing the products as ""a palatable confection and a most nourishing food." For the most part their campaigns depict people, recently from various backgrounds, enjoying their products, with individualized, repeated concepts for each brand. For example, the use of personification via animation of the KISSES line, followed by a couple frames at the end of the commercial showing people eating them with smiles on their faces. The company has always been risk-averse in terms of its advertising campaigns, embracing simplicity in lieu of innovation.


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