Hershey’s most effective CPG advertiser on TV
According to one study, Hershey’s TV advertising is the most effective in the consumer packaged goods category, helping boost sales via messaging all around sharing (Marketing Dive).
Key points
- Study of U.S. CPG TV ads by System1 examined emotional responses and their potential to drive short and longterm growth
- Found almost half (43%) of ads had no potential to drive growth
- But eight of the top 10 were themed around sharing or communities
- Hershey’s had three ads in the top 10
CPG advertisers are shifting tack in the face of changing tastes and pressure to reduce sugars. Hershey’s reported a 3.2% net sales increase last month, suggesting its messaging around sharing chocolate and sweets is working.
The category has long recognised the effectiveness of community marketing: Share a Coke swept the board in 2014. Adapting that playbook to the current context enables Hershey’s to encourage customers to distribute the product to their friends, make people feel good about buying sugar and sidestep concerns of over-consumption.
As Marketing Dive points out, CPGs are increasingly investing in direct-to-consumer channels – almost all of them are, according to Salesforce. To make that work requires customers to visit their websites, which means their ads must be more effective than ever.
