Hershey's wants to create an above-the-line advertising campaign in the UAE market including print, outdoor, radio, and TV advertisements. The agency analyzed UAE culture, which values togetherness and competition, and Hershey's existing brand associations. The proposed campaign targets females aged 18-25 from all ethnicities with a monthly household income over 20,000 AED. It aims to position Hershey's as the chocolate that satisfies customers' needs and brings people together through its variety of 300 products. The big idea is to show how Hershey's results in happiness by being the factor that unites the diverse cultures in the UAE. The proposed slogan is "Melting Point of Happiness

1. Hershey’s Advertising CampaignAlanoud AliChristine CastilloFatima TariqRemiEidSara Kazilbash

2. BackgroundLargest manufacturer in North AmericaFounded in 1984, in Pennsylvania by Milton S. HersheyUntil April, it was called Hershey Chocolate Corporation

3. In UAEHershey’sproducts have been in UAE for some time in grocery stores, gas stations, etc..They recently opened in Dubai MallTheir focus was on below-the-line advertising

4. Hershey’s has given our agency the chance to create an above-the-line campaign for them in the UAE market. This campaign would include:Advertisements in print (magazines and newspapers)

5. Out-of-home (billboards)

6. Radio ad.

7. TVC CultureAway of lifeWe learn culture as and when we are exposed to itCertain aspects of culture change over timeThere are several layers of culture. These are usually illustrated through culture as an onion:

8. Each of these layers is highly important in the UAE cultureThe culture of the UAE values togethernessThey also value productive competition among group membersHershey’s has been able to pinpoint this core idea, and work towards itEx: a Hershey’s store in Dubai Mall, as well as product in Candylicious also in Dubai Mall

9. Brand Association NetworkA brand is a network of associations in the mind of the consumerWe had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s

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 classA collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” cultureA feminine society:chocolateisalways a part of the welcomingprocess. Wedevelopedourcampaign to bringwomentogether over chocolate

12. CampaignHershey’s has to be localizedHershey’s previously hired OMD MENA as its media partner, to understand regional and local needsHershey’s is competing with international chocolate brands as well as local onesHershey’s mainly carries out below-the-line activities in the UAE marketWhereas 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 cultureThey also understand how this culture prefers customized productsThey 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 raiseawareness amongst its clearly defined target audienceBig ideafor the campaign is related to happiness which is achieved with togetherness

15. Target AudienceGeographic:UAEDemographics:Females - 18-25 years, prospectsAll ethnicitiesMonthlyHouseholdIncome (MHI) - ≥ AED 20,000Psychographics: Live an upscalelifestyleTend to choose and buy the bestHave a sweettooth

16. Creative briefWhat do we want to accomplish?To maintain a unique position in the chocolate market in the UAEShow 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 occasionWe 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 countryThe 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 needsBig Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyoneSlogan : “Melting Point of Happiness”

19. Executional FrameworkDramatizationSlice of lifeAdvertising AppealsHumorEmotional Appeal

20. Our AdvertisementsPrint Ad

22. Bill Board

23. Radio AdTVC Ad

24. ConclusionHershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customersSince they have below-the-line advertising, we created a campaign to effectively reach our target audienceHershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”

25. The EndAny questions?