2. Background Largest manufacturer in North America Founded in 1984, in Pennsylvania by Milton S. Hershey Until April, it was called Hershey Chocolate Corporation
3. In UAE Hershey’sproducts have been in UAE for some time in grocery stores, gas stations, etc.. They recently opened in Dubai Mall Their focus was on below-the-line advertising
8. Each of these layers is highly important in the UAE culture The culture of the UAE values togetherness They also value productive competition among group members Hershey’s has been able to pinpoint this core idea, and work towards it Ex: a Hershey’s store in Dubai Mall, as well as product in Candylicious also in Dubai Mall
9. Brand Association Network A brand is a network of associations in the mind of the consumer We had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s
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11. Hofstede’s Dimensions of Culture According to Hofstede’s dimensions, UAE has: A high power distance: our target audience comes from the middle upper class A collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” culture A feminine society:chocolateisalways a part of the welcomingprocess. Wedevelopedourcampaign to bringwomentogether over chocolate
12. Campaign Hershey’s has to be localized Hershey’s previously hired OMD MENA as its media partner, to understand regional and local needs Hershey’s is competing with international chocolate brands as well as local ones Hershey’s mainly carries out below-the-line activities in the UAE market Whereas its close competitors like Galaxy and FerrorRocher do a lot of advertising on TV and in print
13. Hershey’s has done customization for the Arabic culture They also understand how this culture prefers customized products They understand the competitive environment in the UAE (ex: biggest buildings, tallest towers, etc.) Thus they created competitions for biggest chocolate bars, etc. Hershey’s are offering over 300 types of chocolates, giving their customers a variety of options
14. Big Idea! We are creating an advertising campaign that is used to raise awareness amongst its clearly defined target audience Big ideafor the campaign is related to happiness which is achieved with togetherness
15. Target Audience Geographic: UAE Demographics: Females - 18-25 years, prospects All ethnicities MonthlyHouseholdIncome (MHI) - ≥ AED 20,000 Psychographics: Live an upscalelifestyle Tend to choose and buy the best Have a sweettooth
16. Creative brief What do we want to accomplish? To maintain a unique position in the chocolate market in the UAE Show the advantages of the Hershey’s such as the variety of chocolate types they are offering their customers. Who are we talking to? Females from all ethnic groups who live in the UAE, ages from (18-25) What do we want them to think? The only chocolate that satisfies their needs To associate Hershey’s brand with the sense of belonging that brings everyone together.
17. Why should they think this? The fact that Hershey’s has 300 different types of chocolates that would satisfy all tastes of customers in any occasion We want our target to associate Hershey’s as the factor that brings them together even though they are from many different nationalities that live in the same country The common factor that they all share is their love for chocolate which brings them all together as one unique culture
18. What is the one thing? Hershey’s is best choice of chocolate that satisfies their needs Big Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyone Slogan : “Melting Point of Happiness”
24. Conclusion Hershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customers Since they have below-the-line advertising, we created a campaign to effectively reach our target audience Hershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”
