Hershey’s receives award for online ‘brand evangelism’

Posted by Nicole Eckersley on 27th April 2010

Hershey’s has received the CPG Innovation and Creativity Award from the Grocery Manufacturer’s Association for its Hershey’s Bliss chocolate launch, a campaign centred around social media and word of mouth, blended with traditional media.

The focal point of the campaign was the hosting of 10,000 Hershey’s Bliss Chocolate Parties.  Party attendees were given the opportunity to taste and share the new product.

“Party hosts were then transformed into brand evangelists online, where they were given tools such as e-coupons and a dedicated Web site where they could share party photos, stories and feedback about the new product. The in-home parties also enhanced the news value of the launch, helping to generate 143 million media impressions via major outlets such as “Good Morning America,” FOX Business and the Wall Street Journal,” states a release from the GMA.

“The Hershey’s Bliss campaign demonstrates that consumers can be a brand’s best marketers when given the freedom to experience a product in their own way, as the in-home parties did,” said Michele Buck, global chief marketing officer for Hershey. “This led to hosts and guests communicating the brand’s core messages through social media and word-of-mouth in a manner that was believable, authentic and relatable to other consumers. These third-party endorsements were truly invaluable.”