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

7. 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

8. 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