Chocolate Parties

Summary:

In April 2008, The Hershey Company debuted Hershey’s Bliss chocolate – a rich, creamy, bite-size chocolate available in Milk Chocolate, Dark Chocolate and Milk Chocolate Meltaway expressions. Challenged with generating consumer awareness and encouraging product trial, JSH&A launched an integrated word-of-mouth and media relations campaign on behalf of Hershey’s Bliss. More than 10,000 Hershey’s Bliss Chocolate Parties were held in consumer homes nationwide offering the brand’s target audience the first opportunity to experience and share Hershey’s Bliss with friends and family. Positioning Hershey’s Bliss as a new, indulgent chocolate, the parties created invaluable brand advocates who spread rave reviews of Hershey’s Bliss through social media and word-of-mouth. A successful media outreach campaign leveraged the unique chocolate parties and news of the new brand to garner additional awareness and third-party endorsements that encouraged product trial.

Strategies:

To reach women aged 25-49, JSH&A and Hershey’s Bliss formed a strategic alliance with House Party – a viral marketing platform that launches simultaneous in-home consumer parties nationwide – to host 10,000 chocolate parties among female chocolate lovers. Guests were recruited as brand evangelists and provided with online tools, including an emailable coupon and opportunities to post videos, photos and commentary at a dedicated Web site, to extend the brand’s reach. JSH&A leveraged the in-home parties as a launch pad for media relations, distributing an electronic press kit and themed press kits with product samples to top broadcast, online and print media outlets

Key Results:

Generated more than 76 million media impressions to date, including “Good Morning America,” FOX Business Network, “Good Day USA,” Los Angeles Times, Wall Street Journal, Chicago Tribune, Philadelphia Inquirer and many more
Total program reach: 153 million +

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