Sweet Success! How Hershey’s® Cocoa Leveraged Digital to Drive Strong Business Results April 24, 2012

Business Situation: Cocoa category growth was sluggish Sales of Hershey’s® Cocoa were below category growth rate Hershey’s® Cocoa market share was declining Competitive landscape was showing increased growth, especially in private label Business Strategy: Leverage the iconic nature and heritage of the brand and its key role in baking/recipes, while also driving brand relevance Heritage Marketing Lever: Launch limited-edition, vintage-style packaging Relevance Marketing Lever: Activate the brand through a multi-channel digital program The “Hershey’s® Cocoa Iconic Recipe” Promotion was created & launched in February 2011

Hershey’s® Cocoa Iconic Recipe Sweepstakes Overview Program launched February 2011 and ran thru April Members of the Hershey’s® Kitchens community were invited to vote for one of 15 selected recipes they felt was the most iconic Hershey’s® Cocoa recipe Over 1.1m nostalgic can labels were distributed POS recipe cards, coupon, shelf tags and a PR campaign were designed to generate additional interest from consumers, bakers, bloggers and food writers Grand prize winner won a trip to Hershey, PA and the Hershey’s® Kitchens to prepare the winning recipe