Hershey Foods' Multi-Million Dollar Campaign Invites Consumers To Indulge and `Get Lost in a REESE'S(TM)' HERSHEY, Pa., Jun 18, 2002 /PRNewswire-FirstCall via COMTEX/ -- How do you like
your REESE'S peanut butter and chocolate? Hershey Foods Corporation (NYSE: HSY)
shows us a new way to indulge with the breaking of a major television
advertising campaign for its flagship product, REESE'S peanut butter cups. The
first new campaign for the brand in 15 years, and only the third in its almost
80-year-history - the ads, which launched yesterday, invite and entice consumers
to "Get Lost in a REESE'S(TM)." A major departure for the company in the terms
of the look, feel and targeting of its advertising, the campaign exudes a hip,
contemporary attitude that celebrates the feeling of "personal indulgence" when
eating REESE'S peanut butter cups. The spots are aimed at the primary consumers
of REESE'S peanut butter cups, guys, ages 18-24.
Created by Ogilvy & Mather/New York, REESE'S brand agency of record since 1969,
this new work uses a humorous and irreverent approach to take a fresh look
inside REESE'S peanut butter cups, and the very personal way young guys indulge
in the great taste that only this combination of peanut butter and chocolate
delivers. The new commercials feature funny, everyday scenarios, witty copy and
beautiful food photography to spotlight the blissful and enraptured experience
of eating REESE'S peanut butter cups.
"REESE'S is a brand that generations of Americans have a deep connection to --
both the product and the memorable advertising over the years have struck a real
emotional chord with consumers young and old. Now, as we look at new ways to
keep our brands in synch with the times, we have identified an opportunity to
leverage what research has shown to be a real `sweet spot' - the Gen Y segment -
specifically guys, ages 18-24," explains Andy England, Director of the REESE'S
Franchise, Hershey Foods Corporation. "It was important that we create
advertising that speaks to a younger male audience in a relevant and compelling
way, while still embracing our broader audience - all candy lovers."
Getting Lost - A Closer Look at the Ads
The campaign debuts with the 30-second "Dog" and "Escalator" television spots,
that began airing yesterday. The first ad, "Dog," features a young man eating
REESE'S peanut butter cups in a veterinarian's waiting room. Immersed in the
pleasure of the candy eating experience, he is completely unmindful of his
surroundings: onlookers are staring and the sounds of a growling dog can be
heard in the background. A receptionist appears, calling his name several times
before he stands to follow her. It is now that we see that the dog has attached
himself with his teeth, to his pant leg -- dramatizing how one can "Get Lost"
while eating REESE'S peanut butter cups, oblivious to anything else that might
be going on.
The second spot, "Escalator," follows the same theme, with a young, hip man
eating REESE'S peanut butter cups while riding the escalator in a mall. The
sounds of ripping and tearing can be heard, as onlookers point, stare and
giggle. The young man is unaware of their taunts, focused only on his candy, of
course. As he exits the escalator, we see that his pant legs are caught, leaving
him only in his boxer shorts. He pays no attention, as he is happily lost in the
taste and experience of his REESE'S peanut butter cups. The ad closes with the
tag, "Get Lost in a REESE'S(TM)."
The spots will air nationally on network and cable television, including WB,
FOX, UPN, MTV, VH1 and Comedy Central networks.
"The new REESE'S brand campaign brings to life the multi-sensory experience of
eating REESE'S peanut butter cups, by taking a humorous approach to showing how
consumers `Get Lost' in the indulgent ritual of eating the candy -- from
unwrapping the package, to smelling the candy, to removing the wrinkly paper
cup," said David Apicella, Senior Partner and Executive Creative Director,
Ogilvy & Mather.
About Hershey
Hershey Foods Corporation (NYSE: HSY) is the leading North American manufacturer
of quality chocolate and non-chocolate confectionery and chocolate-related
grocery products. Some of the company's most popular products include
HERSHEY(R)'S milk chocolate and milk chocolate with almonds bars, HERSHEY(R)'S
KISSES(R) chocolates, REESE'S(R) peanut butter cups, JOLLY RANCHER(R) and
TWIZZLERS(R) candies, HERSHEY(R)'S cocoa, and HERSHEY(R)'S syrup. The company
also is a market leader in the gum and mint category with such well-known brands
as ICE BREAKERS(R), BREATH SAVERS(R), and BUBBLE YUM(R).
SOURCE Hershey Foods Corporation
CONTACT: Christine Dugan of Hershey Foods Corporation, +1-717-534-7631,
or cdugan@hersheys.com; or Randi Wolfson, +1-212-704-4546 or
randi.wolfson@edelman.com, or Serena Tesler, +1-212-704-4545 or
serena.tesler@edelman.com, both of Edelman PR Worldwide, for Hershey Foods
URL: http://www.hersheys.com
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