For years Hershey has advertised its products separately -- from syrup to bars -- with advertising that rarely told stories and instead focused on what's inside the wrappers. But starting next week, the brand is making a major strategic shift with a new campaign that unites all Hershey branded treats under one campaign, while seeking to inject more emotion into ads.
The effort, called "Hello Happy. Hello Hershey's," begins Monday with an ad by Arnold called "My Dad." The spot -- an extended version is above -- chronicles the inventive, and charmingly funny way a young girl seeks to get some time with her dad, who is busy all day working from home. The ad ends with the two of them making s'mores in the kitchen using Hershey's Syrup and bars.
The new tagline is accompanied by the shape of a heart spelled out with the brand's syrup, bar and spread. The soundtrack is a remake of Steve Winwood's "Higher Love," sung by Mr. Winwood and his daughter, Lilly.
"What we've heard from consumers is that they see one brand Hershey," said Melinda Lewis, senior director of the Hershey brand franchise. So the new campaign is "leveraging the power of Hershey as a mega franchise."
Read more about Hershey's big strategic shift on Adage.com.