CLIENT
The Hershey Company
Tom Hernquist, Sr. VP - CMO
Christine Lansing, VP - Flagship Brands
Donald Gates, Dir. - Kisses
AGENCY
Jeremy Diamond, Sr. Ptnr. WW Group Planning Dir.
C.J. Franzitta, Account Planner
David Apicella, Sr. Ptnr. - Co-Creative Head
Ann Phares, Ptnr. Associate Creative Dir.
Shawn Zupp, Ptnr. Management Supervisor
Sabine Marangosian, Account Supervisor
SUMMARY
Sales of Hershey's Kisses climbed at a gradual rate through the early 1980's, but by 1988 they had stalled and begun to decline. The challenge was to dust off the brand and give it an everyday role in consumers' lives. The campaign would have to jumpstart the declining sales of an 82-year old brand with a media budget of less than half that of key competitors. The resulting "Special Pleasures" campaign first appeared in 1989; over the next 14 years, Hershey's Kisses became one of the most profitable and enduring candy brands in the world.
