The client brief
To hand out Hershey's Kisses (both in-store and experiential) as a friendly reminder to the public that Mother's Day was coming up, the samples were a prompt to encourage consumers to purchase Hershey's Kisses as their Mother's Day gift. To raise awareness of the brand as a 'specialty chocolate' in a fun, kind and relevant way and to encourage trial and purchase of the brand.
Hershey's Kisses (Original).
The promotions team wore a Hershey's branded t-shirt with black pants and carried around a basket full of Hershey's Kisses with vouchers to hand out.
People were asked questions after they sampled the chocolate to see what they liked about Hershey's compared to other chocolates. There was a positive response from all who sampled the chocolates, many people commented on what a great reminder it was for Mother's Day.
Over 35,000 Hershey's Kisses were handed out over the 32 sessions in Auckland, Wellington and Christchurch.