Chocolate penetration in China market dropped down due to health concern & gifting package declining. Competitors heavily increased their media spending and mostly focused on self-indulge demand space.

Facing the challenges, we found most people prefer to choose chocolate as gifts.

But there’s a culture tension showed, 76% of Chinese struggle to express their love, even through words.

So, Hershey's launched a new communication plan at the end of 2018, we penetrated Hershey's "Rich and aromatic taste" into consumers' hearts, and in view of the introverted and implicit characteristics of Chinese people, Hershey's will help them to express their feelings.

Sometimes we do not need to speak out when our affection is deep in our hearts, because it is more than words can say.

This situation just matches our Hershey's brand idea of "Express your genuine caring" and the product feature of "NONGCHUN" which is more than words can say.

Hershey’s want to inspire people that there were other ways to create more spark in their relationship.

To ensure consumers get the message, we launched the campaign with 360-degree communication plan during Chinese New Year.

First we created two interesting stories (TVC) and two key visuals to show Hershey’s rich taste and indescribable love, then we launched them on a big variety of OOH, digital and social platforms with same interesting stories.

When consumers are touched by the stories, they naturally accept Hershey’s communication idea "Too NONGCHUN to say something".

This campaign targeted to 18-35 years old young adults across tier 1 & 2 cities. Our approach was to disrupt the category convention of communicating product features with high media investment for share of voice, by tapping into a cultural tension that people want to better connect with their beloved but can hardly express their love with words. With this unique angle, we uncovered a distinctive role for the brand and product as a medium for love connection with NONGCHUN(rich & aromatic) taste and therefore championed in share of mind during CNY.

Launch from 2018/11 to 2019/2

Placement: China

To ensure consumers get the message, we launched the campaign with 360-degree communication plan during Chinese New Year.

First we created two interesting stories (TVC) and two key visuals to show Hershey’s rich taste and indescribable love, then we launched them on a big variety of OOH, digital and social platforms with same interesting stories.

We successfully gave Hershey’s KISSES a new meaning by this campaign.

TV & OTV-Earned 898 million impressions and 22 million Click.

OOH-Earned 2590 million exposures.

Digital-Earned 266 million exposures and 8.1 million Click.

Social-Earned 1 billion social impressions which is the biggest in industry without any cost and generate high quality buzz.

This campaign promoted Hershey’s awareness from 75% to 82%.

Hershey’s brand power increased from 8.1 to 11.1, ranking from 5th to 3rd with decreased media budget compared to 2016 & 2017.

And now, no matter is Valentine’s day, farewell, and even for confession, the most favorable gift being gifted is Hershey’s KISSES.