The indescribably delicious taste of sweet coconut covered in chocolate is different than most other candies out there. In 1919, it was given a name: Mounds bars. Sixty-nine years later, Almond Joy and Mounds became a part of the Hershey family. Over the years, the brand has excited taste buds and brought a sense of paradise to fans. Now, after taking its own vacation from the TV spotlight for a few years, Almond Joy and Mounds are back to remind fans to take a moment to disconnect and mentally escape to the tropics.
As our teams’ creative wheels began to spin, we wanted to know what fans of this coconut and chocolate combination were missing out on. How can Almond Joy and Mounds make fans’ lives a little bit sweeter? Here is what we uncovered.
From these insights, it was clear. American workers need a vacation, and even more so a relaxing pause from the stresses that come with, well, life. Since coconuts are synonymous with tropical escapes, it made perfect sense for us to answer the call. The call of, how do you put it…the call of the COCONUT!
Now that we knew what our fans needed most, it was time to help them take their own small escape from life’s pressures.
We called the new concept ‘Tropi-calling’. The idea that a well-deserved vacation is waiting and when you need a taste of vacation, simply pick-up. In our new campaign, a coconut calls an employee at his cubicle and gives him a pause from the day with a delicious Almond Joy bar.
Almond Joy and Mounds’ new campaign encourages you to switch to island time and mentally escape from the day, starting with the bite of a delicious coconut and chocolate candy bar. Mentally un-plugging is key to truly enjoying a getaway, and we want to give that escape to our fans, even if it is just for a few minutes during a busy day.
The new brand position, which before now hasn’t been changed since 2010, will bring the renewed “gotta get away” spirit of vacation to life through quirky TV ads, premiering February 26, online video, and social content.
The natural tie between coconuts and tropical dream destinations make this the perfect fit for Almond Joy and Mounds’ next phase. The ‘Tropi-call’ is designed to inspire consumers to use their time off and not worry about what’s back at the office, while making everyone’s day a bit sweeter.
The long-awaited call from the tropics is just the beginning of Almond Joy and Mounds’ new campaign, with more calls from the coconut to come throughout the year. As we continue our journey through the tropics, we’re keeping a few things top of mind:
So, what are you waiting for? The tropics are calling…
(1) The State of American Vacation 2017