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Hershey’s Advertising Campaign
Alanoud AliChristine Castillo
Fatima TariqRemi Eid
Sara Kazilbash
Background
• Largest manufacturer in North America• Founded in 1984, in Pennsylvania by Milton S. Hershey• Until April, it was called Hershey Chocolate Corporation
In UAE
• Hershey’s products have been in UAE for some time in grocery stores, gas stations, etc..
• They recently opened in Dubai Mall• Their focus was on below-the-line advertising
• Hershey’s has given our agency the chance to create an above-the-line campaign for them in the UAE market.
• This campaign would include:o Advertisements in print (magazines and newspapers)o Out-of-home (billboards)o Radio ad.o TVC
Culture
• A way of life• We learn culture as and when we are exposed to it• Certain aspects of culture change over time• There are several layers of culture. These are usually
illustrated through culture as an onion:
• Each of these layers is highly important in the UAE culture• The culture of the UAE values togetherness• They also value productive competition among group
members• Hershey’s has been able to pinpoint this core idea, and
work towards it• Ex: a Hershey’s store in Dubai Mall, as well as product in
Candylicious also in Dubai Mall
Brand Association Network
• A brand is a network of associations in the mind of the consumer
• We had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s
Hofstede’s Dimensions of Culture
According to Hofstede’s dimensions, UAE has:
• A high power distance: our target audience comes from the middle upper class
• A collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” culture
• A feminine society: chocolate is always a part of the welcoming process. We developed our campaign to bring women together over chocolate
Campaign
• Hershey’s has to be localized• Hershey’s previously hired OMD MENA as its media partner,
to understand regional and local needs• Hershey’s is competing with international chocolate brands
as well as local ones• Hershey’s mainly carries out below-the-line activities in the
UAE market• Whereas its close competitors like Galaxy and Ferror Rocher
do a lot of advertising on TV and in print
• Hershey’s has done customization for the Arabic culture• They also understand how this culture prefers customized
products• They understand the competitive environment in the UAE
(ex: biggest buildings, tallest towers, etc.)• Thus they created competitions for biggest chocolate bars,
etc.• Hershey’s are offering over 300 types of chocolates, giving
their customers a variety of options
Big Idea!
We are creating an advertising campaign that is used to raiseawareness amongst its clearly defined target audience
Big idea for the campaign is related to happiness which is achieved with togetherness
Target Audience
Geographic:• UAE
Demographics:• Females - 18-25 years, prospects• All ethnicities• Monthly Household Income (MHI) - ≥ AED 20,000
Psychographics: • Live an upscale lifestyle• Tend to choose and buy the best• Have a sweet tooth
Creative brief
What do we want to accomplish?• To maintain a unique position in the chocolate market in the UAE• Show the advantages of the Hershey’s such as the variety of chocolate
types they are offering their customers.
Who are we talking to?• Females from all ethnic groups who live in the UAE, ages from (18-25)
What do we want them to think?• The only chocolate that satisfies their needs • To associate Hershey’s brand with the sense of belonging that brings
everyone together.
Why should they think this?• The fact that Hershey’s has 300 different types of chocolates that
would satisfy all tastes of customers in any occasion
• We want our target to associate Hershey’s as the factor that brings them together even though they are from many different nationalities that live in the same country
• The common factor that they all share is their love for chocolate which brings them all together as one unique culture
What is the one thing?• Hershey’s is best choice of chocolate that satisfies their needs
Big Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyone
Slogan : “Melting Point of Happiness”
Executional Framework
• Dramatization• Slice of life
Advertising Appeals
• Humor• Emotional Appeal
Our Advertisements
Print Ad
Bill Board
• Radio Ad• TVC Ad
Conclusion
• Hershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customers
• Since they have below-the-line advertising, we created a campaign to effectively reach our target audience
• Hershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”
The End
Any questions?