Final Presentation (Hershey's)


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Final Presentation (Hershey's)

  1. 1. Hershey’s Advertising Campaign<br />Alanoud Ali<br />Christine Castillo<br />Fatima Tariq<br />RemiEid<br />Sara Kazilbash<br />
  2. 2. Background<br />Largest manufacturer in North America<br />Founded in 1984, in Pennsylvania by Milton S. Hershey<br />Until April, it was called Hershey Chocolate Corporation<br />
  3. 3. In UAE<br />Hershey’sproducts have been in UAE for some time in grocery stores, gas stations, etc..<br />They recently opened in Dubai Mall<br />Their focus was on below-the-line advertising<br />
  4. 4. Hershey’s has given our agency the chance to create an above-the-line campaign for them in the UAE market. <br />This campaign would include:<br /><ul><li>Advertisements in print (magazines and newspapers)
  5. 5. Out-of-home (billboards)
  6. 6. Radio ad.
  7. 7. TVC </li></li></ul><li>Culture<br />Away of life<br />We learn culture as and when we are exposed to it<br />Certain aspects of culture change over time<br />There are several layers of culture. These are usually illustrated through culture as an onion: <br />
  8. 8. Each of these layers is highly important in the UAE culture<br />The culture of the UAE values togetherness<br />They also value productive competition among group members<br />Hershey’s has been able to pinpoint this core idea, and work towards it<br />Ex: a Hershey’s store in Dubai Mall, as well as product in Candylicious also in Dubai Mall<br />
  9. 9. Brand Association Network<br />A brand is a network of associations in the mind of the consumer<br />We had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s<br />
  10. 10.
  11. 11. Hofstede’s Dimensions of Culture <br />According to Hofstede’s dimensions, UAE has:<br />A high power distance: our target audience comes from the middle upper class<br />A collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” culture<br />A feminine society:chocolateisalways a part of the welcomingprocess. Wedevelopedourcampaign to bringwomentogether over chocolate<br />
  12. 12. Campaign<br />Hershey’s has to be localized<br />Hershey’s previously hired OMD MENA as its media partner, to understand regional and local needs<br />Hershey’s is competing with international chocolate brands as well as local ones<br />Hershey’s mainly carries out below-the-line activities in the UAE market<br />Whereas its close competitors like Galaxy and FerrorRocher do a lot of advertising on TV and in print<br />
  13. 13. Hershey’s has done customization for the Arabic culture<br />They also understand how this culture prefers customized products<br />They understand the competitive environment in the UAE (ex: biggest buildings, tallest towers, etc.)<br />Thus they created competitions for biggest chocolate bars, etc.<br />Hershey’s are offering over 300 types of chocolates, giving their customers a variety of options<br />
  14. 14. Big Idea!<br />We are creating an advertising campaign that is used to raise<br />awareness amongst its clearly defined target audience<br />Big ideafor the campaign is related to happiness which is achieved with togetherness<br />
  15. 15. Target Audience<br />Geographic:<br />UAE<br />Demographics:<br />Females - 18-25 years, prospects<br />All ethnicities<br />MonthlyHouseholdIncome (MHI) - ≥ AED 20,000<br />Psychographics: <br />Live an upscalelifestyle<br />Tend to choose and buy the best<br />Have a sweettooth<br />
  16. 16. Creative brief<br />What do we want to accomplish?<br />To maintain a unique position in the chocolate market in the UAE<br />Show the advantages of the Hershey’s such as the variety of chocolate types they are offering their customers.<br />Who are we talking to?<br />Females from all ethnic groups who live in the UAE, ages from (18-25)<br />What do we want them to think?<br />The only chocolate that satisfies their needs <br />To associate Hershey’s brand with the sense of belonging that brings everyone together. <br />
  17. 17. Why should they think this?<br />The fact that Hershey’s has 300 different types of chocolates that would satisfy all tastes of customers in any occasion<br />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<br />The common factor that they all share is their love for chocolate which brings them all together as one unique culture<br />
  18. 18. What is the one thing?<br />Hershey’s is best choice of chocolate that satisfies their needs<br />Big Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyone<br />Slogan : “Melting Point of Happiness”<br />
  19. 19. Executional Framework<br />Dramatization<br />Slice of life<br />Advertising Appeals<br />Humor<br />Emotional Appeal<br />
  20. 20. Our Advertisements<br />Print Ad<br />
  21. 21.
  22. 22. Bill Board<br />
  23. 23. Radio Ad<br />TVC Ad<br />
  24. 24. Conclusion<br />Hershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customers<br />Since they have below-the-line advertising, we created a campaign to effectively reach our target audience<br />Hershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”<br />
  25. 25. The End<br />Any questions?<br />