The Hershey Company - Target Millennials with Ice Breakers Cool Blasts Chews (38 characters

The Hershey Company
Ice Breakers Cool Blasts Chews
Launched in April 2015
2015 – 2016
American Marketing Association
Collegiate Case Competition

The Hershey Company - Ice Breakers Cool Blasts Chews
Table of Contents
Situation Analysis ........................................................................................................................... 1
Scope............................................................................................................................................... 2
Targeting Strategy........................................................................................................................... 2
Product............................................................................................................................................ 3
SWOT Analysis .............................................................................................................................. 4
Value Proposition............................................................................................................................ 4
Trial................................................................................................................................................. 5
Assumptions.................................................................................................................................... 5
Communications Mix...................................................................................................................... 6
Promotions Mix .............................................................................................................................. 6
Distribution Mix............................................................................................................................ 10
Market Research ........................................................................................................................... 10
Buyer Personas.............................................................................................................................. 15
Sales Forecasts.............................................................................................................................. 16
Budget........................................................................................................................................... 17
Recommendations......................................................................................................................... 18

The Hershey Company - Ice Breakers Cool Blasts Chews Page 1
Situation Analysis
With the major decrease in the consumption of chewing gum products, Hershey’s Ice Breakers
Cool Blasts chews has developed a product unlike any other in the current market. The product is neither
a gum nor a mint, but would be classified as a chew that offers you the fresh breath crave in a matter of
seconds. Ice Breakers has decided to target the market of men and women ages 18-24, otherwise known
as the millennials. With Hershey holding the majority of business within the CMG (candy, mint, gum)
market, they have the awareness needed to appeal to this target market they desire (ICE BREAKERS,
2015). With their foot in the door, they have to come up with ways to relate to millennials and make their
product a hit across the board. Not only does Ice Breakers Cool Blasts chews need to raise brand
awareness, they need to differentiate from competitors, and also differentiate from all of Ice Breakers
current products while boosting the line as a whole.
Millennials are a generation that has become attached to social media and the sharing of content
between them and other users. Social media has provided members of this generation a way of
representing themselves and the products and services they believe in and love. Ice Breakers currently has
a business page with Facebook that provides content and fun branding techniques that can be shared,
liked, and commented on in ways that allow consumers to engage and drive conversion rates.
Unfortunately, Facebook has not been the most used platform by Millennials and it is necessary to
develop profiles on other accounts such as Twitter, Instagram, and Pinterest. This will provide coverage
for users who tweet, post, or pin about the brand and the product and allow Ice Breakers and opportunity
to receive feedback that they could later use for marketing research while answering questions and
comments concurrently. This gives an expanded reach as the same content being shared on Facebook
could be used for these other platforms, reaching many more eyes and sharing thumbs.
Other advertising is currently being used as well including commercials with representatives
experiencing the product, 15 second YouTube ads, collaborative campaigns ran through BuzzFeed,
Thrillist, and College Humor, and also providing trial opportunities at major events (ICE BREAKERS,
2015). These have been running since the release of the product and have brought some awareness, but
not enough to satisfy the large candy company. In order to create the right content it needs to be blasted
through all facets of media marketing in order to get the name and brand out there. This lack of brand
awareness is causing big name stores where members of this target market shop, to not put Ice Breaker
Cool Blasts chews in the forefront sections of their businesses (ICE BREAKERS, 2015). Students who
are making purchases at these stores do not care if they are loyal to Ice Breakers; they are making a last
minute decision when buying their necessities and will chose what is convenient. Convenience store sales
hold over five times the amount of sales than they are receiving from Walmart or Target and hold over
50% of total sales (ICE BREAKERS, 2015).This is due to the option of choice and the element of loyalty.
Ice Breakers also needs to find a way to differentiate their product not only from other lines of
mints and gums, but also from their own line’s other products. The emphasis on the fact that the chews
are neither a gum nor a mint raise the curiosity of the customer to find out exactly what the product
actually is then causing them to try the product. While they have the exclusivity of a completely different
product than anyone else, they need to consider substitutes in the same market that perform the same job.
Yes, these Ice Breakers Cool Blasts chews provide fresh breath, but so does any other gum or mint
product. Furthermore, the emphasis needs to be on the differentiation of the chews themselves rather than
the functionality.

Scope
The focus of this marketing strategy is within the U.S. market due to the continuous and proven
success of the Hershey’s Cool Blast brand in this geographical region. It is in Hershey’s best interest to
keeps its Ice Breakers brand and products within the U.S. market; since it best fits the needs and variants
to launch and maintain the success of this new innovative candy. It is also true that the consumer needs
this markets acquires are needs that Cool Blast chews can satisfy.
In addition, studies have found that gum sales have plunged an 11% in the U.S. for the last 4
years, and will keep declining even more within the next years up until 2019 (Schroederk, Preparing for
Your Product Launch). For more, it is a great opportunity for The Hershey Company to take advantage of
its recognition and position as a market leader to innovate and come up with a new product in the U.S.
market to counteract the overall plunge in gum sales.
Targeting Strategy
Ice Breakers Cool Blasts chews current target market are the 18-24 year old segment, or
millennials, are a very diverse groups of people (ICE BREAKERS, 2015). In addition, our team would
like to expand the current target option to include all of the other Millennial consumers (born between
1981-2000). Thus, our other primary target market for this product line would include anyone ages 18-34.
However, 15-17 year olds are a part of this demographic, so we shouldn’t ignore them since they have
some strength in buying power. In other words, they have the ability to purchase products on their own,
especially this product. We have segmented them into five groups that can be targeted in their own
individual manners; just graduated high school, just starting college, presently in college, graduating
college, or starting a new job.
All of these markets require confidence and self-assurance in the proceeding of their new
environments and what better way to provide that than with personal hygiene. This demographic is very
oriented around their personal appearance and their impressions left on others. They do not want to be
inconvenienced by the worry that their breath might not be fresh in order to have a conversation with
someone. They like to feel self-assured and confident, and before these chews have taken care of a
problem by having something in their mouth constantly. Now they are offered the choice of something
that can save their lives in a matter of second. Neither a gum nor a chew, this product offers them the
mystery of finding out how well something so quick can work.
The first way to appeal to this group of people is to create social media accounts that offer
relatable content that appeal to their scrolling eyes and quick thumbs. Ice Breakers needs to create
profiles on Twitter, Instagram, Pinterest, and other social media platforms in order to cover the board of
users. Content should be humorous, relatable, short, visual, yet simple in order to keep up with their
competitors and substitutes. Since the chews are their new product, this should be the main focus of the
profiles, creating content that allows consumers to engage by clicking, sharing, and liking, while also
driving conversions by informing the consumer in order to drive purchases.
Unlike YouTube ads, ads on Twitter, Instagram, and Pinterest feeds are not considered “click-
through” ads and they have the ability of being commented on, shared, and liked by members of the
platforms. Promotable Instagram posts pop up on users feeds based on other products they have taken
interest in, targeting specific users of products in the same market as the Ice Breakers Cool Blasts chews.
Pinterest offers users the opportunity to see a promoted pin in their feed and clicking the picture providing
a direct link to the brands landing page. Ice Breakers will need to use long-tail keywords within their
content that draw in the broad searches while increasing the traffic volume of consumers to their
webpages and content.

This will also offer the customer to feel as though they have a voice and they are being heard.
They can simply tweet or post something directly to Ice Breakers handle (@) or hashtag the product name
and instantly have customer service reps see their version of feedback. All of these things are majorly
important to the millennial generation who do feel the need for self-reassurance and knowing that they are
making a difference.
Another way to increase the volume of users noticing Ice Breaker Cool Blasts chews is to put ads
where millennials spend a majority of their time, such as simply listening to music while doing
homework, driving, or working. Their time is spent streaming music from their music platform of choice
whether that be Pandora, SoundCloud, or Spotify, they are constantly listening. To reach all listeners it
would be simple to put out ads on the channels that are listened to most by people of this generation, such
as pop, country, and rap.
Lastly, in order to measure the usage of this target market it is best to find what apps they are
using other than the ones listed. There are tools that allow marketers to figure out what applications are
being downloading in concurrence with others. This allows Ice Breakers to market to the installed app
audiences of other successful apps where the chews could be advertised or shared. Also, sharing these
audiences with other products and attracting partner audiences is important as well to achieve maximum
reach. Millennials, whether in college or working, do not like to be bombarded by information and ads
that they find bothersome and cumbersome. Instead, they like things to pop up on their feed based on
other things they like and show interest in, they want the information to be available to them but not to
annoy them. The eye catching, solid content, along with mobility and accessibility to mobile devices, are
what this generation looks for. They share what they find to represent their interests and their actions so
that others around them can view it and speculate. Nevertheless, our case team believes these are the most
important methods and facets to raise brand awareness in Millennial consumers.
Product
Considering our brand strategy and target audience preferences, our case team believes there
should be no changes made to the Ice Breakers Cool Blasts packaging, flavors, and names. Although, for
the advertising campaign, special events, and other efforts we list and explain in this report, it is important
to consider changing the names to those dimensions. We give some direction as to names, phrases and tag
lines Hershey can use to help supplement its brand. Most importantly, no changes at all should be
considered or made for the current packaging and flavors. Overall costs would increase, especially
manufacturing and distribution, and the company does not need that when they are trying to expand its
brand. Also, the slim, sleek and modern packaging is sufficient and effective so far. Moreover, the flavors
are on-point with the core of the “Cool Blast” theme so we feel no modifications are needed for
packaging and flavors.

SWOT Analysis
Strengths
 High Market share
 No direct competitors
 Clear purpose of the product
 Current content and context of information is
of great quality
 Effectiveness of a strong and quick breath
freshening capability
 Rewarding brand recognition of products in
the Ice Breakers line
 Convenient packaging (able to pull out
quickly and use for any occasion)
Weaknesses
 Low conversion rates
 Lack of loyalists in target market
 Consumer lack knowledge of the product
 Lack of campaigning in current advertising
 Lack of engagement between customers and
Ice Breakers
 Low brand awareness in terms of promoting
to consumers
 Low levels of content sharing among social
media platforms
 Lack of customer service via social media
due to lack of coverage
 Some negative responses to current
advertising and texture of product
Opportunities
 New market opportunities
 Pioneering opportunity in a new segment
 Differentiated product from Ice Breakers
line
 Differentiated product when compared to
competitors
 New product line will allow Hershey’s to
grow its brand and market share
Threats
 Characteristic and features of the product
 New entry of other brands copying the
product
 Competition with other brands substitute
products
 Competition internally between chews and
other Ice Breaker products
Value Proposition
The Ice Breakers Cool Blast chews needs to be targeted to the audience by appealing to their
needs and wants. Ways to appeal to the target market are by making the audience knowledgeable about
the product and the ways that using the product will benefit them. We hope to achieve this strategy by
showing that using Cool Blast chews gives you that extra boost of confidence that you may need. It can
give the teenage guy who has been crushing on this girl the confidence to talk to her; it can give the new
college graduate a confidence boost prior to the job interview, or even the basketball player a boost of
confidence right before the game is about to begin. Showing that the Cool Blast chews are not only a
breath freshener, but that they can give you that extra boost of confidence that everyone needs in some
aspect of their life, can really be an effective marketing strategy. Showing that the guy gets the date with
the girl, the college graduate walks out with the job, and the basketball player got voted MVP for the
game, shows just how much everyone needs this product in their life, after all, who does not need a
confidence booster from time to time?
It is very essential to know how to differentiate the Cool Blast chews from gum and mints. In
order to effectively do this, Hershey’s needs to make sure when promoting their product to make sure the
target audience is aware the product Hershey’s is promoting is “neither a gum nor a mint, it is a totally
new cool”. An effective way to get this message out very clearly would be to make the audience
knowledgeable that the product is chewable; however it dissolves within seconds of chewing it.

Therefore, it is a great product to use right before a job interview since you do not have to wait for the
product to dissolve, or worry about throwing away or swallowing the gum.
Cool Blast chews should be differentiated from other Ice Breakers products by focusing on the
product having a short life span while in your mouth, but still being a very effective breath freshener.
However, it is essential to still focus on the chews being an Ice Breakers product and still giving Ice
Breakers the brand recognition that they deserve. In order to do this, it is very critical how you promote
the product to the target audience. It is important to emphasize that the chews are an Ice Breakers product,
however they differentiate from their other products because of the time frame it is in your mouth. An
effective way to do this would be to somehow mimic Sour Patch Kids’ “Sour, Sweet, Gone” phrase. This
company emphasized how their product does not last long, this is the same concept that needs to be
applied to the Ice Breakers chews product.
Trial
Event: Ice Breakers Cool Blasts should be a sponsor for larger U.S. colleges and those institutional
(campus) events to increase awareness of Millennial consumers. The brand can host a 5K run/walk at
campuses such as The Ohio State University and Florida University. The 5K will be called Ice Breakers
Cool Blasts 5K, and there will be samples handed out at the 5K, along with t-shirts and bracelets. The Ice
Breakers Cool Blasts 5K will be a fundraiser where the two universities will compete by selling the most
Ice Breakers Cool Blasts. The 5K will take place in Hershey, Pennsylvania since Ice Breakers Cool Blasts
comes from Hershey’s. Then 30% of the proceeds will go to the St. Jude’s Children’s Hospital. 30% of
the proceeds from both of the schools combined will be going to St. Jude’s and 10% of the proceeds will
go to each university. Performing this campaign not only will bring awareness to the main target market,
but it will bring community involvement to help establish and capture more consumers in different target
segments for Ice Breakers Cool Blasts.
Location: The Ohio State University, Florida University where samples will be given out and a fundraiser
will be taking place.
Retailers: Instead of using retailers because there are retailers already in place, there will be restaurants
who contract with Hershey’s to give samples out after meals of the Ice Breakers Cool Blasts. Chipotle,
Five Guys, and Applebee’s will be where the samples will be handed out. Along with the distribution of
samples, consumers will be able to buy a pack of the Ice Breakers Cool Blasts when they pay for their
dinner or they can donate a dollar to the St. Jude’s Children’s Hospital.
Assumptions
There are a few assumptions that are needed to be made in order to accurately market the Ice
Breakers chews. One of the main assumptions that we made is that by marketing the chews as a
confidence booster and emphasizing the short time frame they are in your mouth, this will appeal to the
target audience in many different ways, therefore increasing sales and generating larger profit margins.
Another assumption we made is since Ice Breakers is a well-known and popular product, many
consumers may purchase the product because it has the Ice Breakers logo on it. Consumers may not be
aware of the product or have ever used it prior to their first purchase, but because a trusted brand name is
on it, the consumer has a higher chance of purchasing it over other brands of breath fresheners. Also, an
assumption that we made is after using our new marketing strategy, the target audience will have a better
understanding of the product and be more knowledgeable about it. Thus, creating more consumer interest
in the product. Lastly, the assumption that will potentially have the biggest impact on the company is that
once the buzz gets going around about this product, many people in our target audience, 18-24 year olds,

are quickly influenced by what they see their peers purchasing and using. Therefore, using the chews will
be sort of like a new fad for the young Millennials, causing a major increase in sales.
Communications Mix
There are numerous channels available that could be a possibility to spread the message of a
product and campaign. However, we want to make sure that we are sending the messages in the right
platform/channel at the right time. With that being said, we are going to be focusing our messages for the
people we want to reach (18-24 years old), and then find out what is the best time to make it public,
according to their accessibility in those platforms.
Our target generation is considered young students and young working adults; people who expect
services “on demand” and that are considered independent consumers that are clear on what they want.
These consumers have fully-formed perceptions about different types of products. Those consumers put a
lot of money in the economy, have great buying power, and spend it on a variety of items.
It is proven that young students and young working adults spend a lot of their time online,
watching TV, and socializing with friends. Therefore, we are going to base our ideas towards them. We
will ensure that all ideas and communications are customized for computers, laptops, most importantly,
mobile phones.
We will narrow our communication using:
 Media Vehicles
- YouTube
- Few story ads on TV.
- Social Media Channels: Facebook, Instagram, Snapchat, Twitter, and Pinterest.
 Print Materials
- Magazines, Newspapers, Banners, Retailers Shopping Catalogs
Promotions Mix
In our Promotions Mix, we will be using an Integrated Marketing Plan that will contain a series of
advertisements (ads) on TV through the year, and a connection from these messages to go on the Internet.
We want the message to be seen everywhere and stick in the mind of our possible and future consumers.
We also want to make sure the Ice Breakers name, logo, and tagline are seen equally in every Promotion
we are working on. In our campaign, we want to ensure that our possible consumers will understand the
purpose of our product, as well as the message being sent, considering the chews are a new product.
TV Ads
We will be using TV advertising as our front-running format and we will be creating three
different types of ads that will be presented in a six month term as the new year begins. As a result of
those ads, we will be producing another three other ads for the last six months; which will be related to
those three different little stories we had for the first six months. However, the story will have a positive
ending.
We will be focusing our messages on humorous stories that are related to confidence. Why would
we do that? The reason is because most of the content that is seen by our target segment is somewhat
comical. Plus, this is a generation that loves to have confidence in what they do.

1st
Advertisement:
 A male student finishes his classes one day at his college and decides to eat at a burger joint with
his friend;
 On the way, his friend takes a Cool Blasts chew out of the package and shows him how fast the
candy can be chewed and how fresh his breath is after trying it;
 He gets in the burger joint and orders a burger;
 The worker is a Chinese guy with a funny accent and asks him if he wants double onion;
 He finds the offer a bit weird and looks to his friend with a funny question mark face and decides
to try it;
 The burger comes out on a plate with onion all over the place;
 They start talking about the girl he loves while they are eating;
 All of a sudden the girl he loves appears in the burger joint;
 They both look to each other and a funny song starts playing in the background;
 He gets hypnotized looking at her and onions start falling out of his mouth while watching her;
 Without thinking, he approaches her in slow motion (video);
 His friend is holding Cool Blasts in his hands and attempts to talk to him;
 The guy is obsessed by the girl and will not look or listen to his friend;
 The guy begins talking to the girl and they cannot keep a conversation because his breath is way
too bad;
 She goes away;
 A message appears on the screen during this scene: Save your time, Save your life.
 A second colorful background image appears in the ad with the tagline and message:
Ice Breakers COOL BLASTS - Instant Freshness;
 The scene comes back on and the guy looks back at his friend with a really devastated face;
 His friend then shows him he had the Cool Blasts that could have saved his life in a matter of
seconds.
2nd
Advertisement:
 A guy is going to an interview well dressed and he is accompanied with a friend that is dressing
really funny with an American Football jersey;
 While they are walking towards the building, the guy begins smoking a cigarette;
 His friend goofy and cracks jokes a lot, so he start talking about American Football, making
funny faces and pretending he is actually playing the sport;
 Meanwhile his friend takes a Cool Blasts candy and shows him how fast one piece can be chewed
and how quick he receives fresh breath;
 They walk into the building and the guy throws his cigarette away;
 When he gets in there, he waits with his friend in the waiting room where there is a TV with an
American football game on. The team his friend supports is playing;
 His friend goes all crazy watching it;
 The guy is asked to go to the room where the manager of the company is waiting to interview
him;
 Once he starts talking and presenting himself to the manager, he notices that the manager is trying
to move his face away from him and make a disgusted face;
 The interview is occurring and the manager keeps making weird faces because of his breath;
 The guy starts remembering his friend showing him the Cool Blasts; and also smoking and
throwing the cigarette away.

 A message appears on the screen while this scene is happening: Save your time, Save your life.
 The scene begins again and his friend is in the waiting room with a package of Ice Breakers Cool
Blasts in his hand. He is going crazy over the game. He is acting like he is playing with an
American Football; but he actually has a Cool Blast package in his hand.
3rd
Advertisement:
 A young girl wakes up really late to go to dentist (the man she has a platonic love with);
 A funny song is playing in the background;
 She falls down on the her bedroom floor while putting her clothes on;
 A different scene appears with her dentist looking at his watch (a much older guy);
 The scene comes back on with her and she is sitting at the dining room table with her family
having breakfast;
 Meanwhile her mother takes a chew and shows her how fast it can be chewed and how fresh her
breath gets after having it;
 Her mom gives her a package of the Ice Breakers Cool Blasts and puts it in the pocket;
 She finishes up eating and goes to the bathroom;
 She holds her toothbrush and at the same time looking at the mirror and realizing her hair is all
messed up;
 She drops the toothbrush and starts fixing her hair really quick (thinking about the dentist she
loves);
 She leaves her home running really fast;
 A scene of the building shows up;
 She finally gets to the place, walks in, and her dentist is waiting for her;
 They both look at each other and she is all happy looking at him (with a slow motion video and a
funny song);
 She sits in the operating chair with her mouth open so the dentist can check;
 As soon as he gets closer, he makes a disgusted face, asking her if she brushed her teeth today;
 She puts her hand in her pocket where she has the Ice Breakers Cool Blasts;
 A message appears on the screen while this scene is happening: Save your time, Save your life.
 The scene begins again and she is running out of the building;
 She is screaming like crazy, happy as can be, pointing the Ice Breakers Cool Blasts to the sky and
looking towards the sky.
With all those three ads running in the first six months, we believe the product will create an
identity and will be well recognized and understood. After those three ads, the intention is to create
another three ads, all with positive endings. Instead of forgetting to chew it, the actors will be taking it
before an important moment, with a happy ending.
An important thing that has to be mentioned is that all of the main actors presented in the ads will
be the ones similar to the ones we found out in our buyer personas studies. They will match our semi-
fictional best consumer in order to achieve the best results. Furthermore, the songs that are being used in
the first ads will be also used in the other ones so the audience can assimilate the product with the music
and it can also help to keep the idea and campaign in their minds.

Social Media
As a result of the TV ads, we will be using social media in order to keep our product active
online. Studies show that the younger generation from 18 to 24 mostly use Facebook, Instagram,
Snapchat, Twitter, and Pinterest (Patterson, Sprout Social). The other platforms such as Pinterest,
Google+, will also have the product set in there, but with less intensity as those five mentioned before.
Our Integrated Marketing Plan will rely on the idea of the TV ads. We will keep posting pictures
related to the ads that are being shown on TV (Same actors, music in case of video, environment). This
will keep reminding the audience about the product, as well as increase the power of the message we are
trying to say in order to boost awareness.
Also, since Facebook is the platform where our target market is accessing the most, we will spend
some of our budget on Page Post links, known as Newsfeed Ads (Becker, Social Media Week). We will
have the benefit of posting link descriptions in order to better explain the offer/s, as well as the product
itself. We will also have the benefit of generating likes to the brands Facebook page. We would have the
chance to interact with the audience by reading the comments and replying to them to boost the overall
level of consumer engagement and interaction.
YouTube
YouTube is a great platform to create links in order to post on other pages. People will be able to
send the link(s) to other people and the message would be spread more consistently. Consumer blogs
could possibly be written by random people which can generate links to the YouTube videos of the ads.
With the YouTube videos, we will be able to see where our viewers are coming from, as well as
the number of overall viewers. We will be able to see if consumers like it or not and get more subscribers
to the brands channel. Furthermore, we will receive more interactions and a larger audience since people
can share the link on their social media pages.
Print Material
Banners that are eye catching are a great way to capture the attention of consumers. We will keep
the message that was created in the TV ads in order to keep the product in consumers’ minds – Save your
time, Save your life; Ice Breakers – Instant Freshness. The same actors that were acted in the TV ads and
are shown on social media platforms will be the ones that will be printed either on magazines,
newspapers, retailers shopping catalogs (coupons), or on banners that will be located in the places that the
product is trialed the most. We want to remind consumers oh how fast it takes for the candy to freshen
breath, only seconds.
Getting Viral
We want to create a video that is extremely humorous. In order to do that, we will be coming up
with videos with younger individuals chewing the whole package of Ice Breakers Cool Blasts at once.
After the people do the challenge, those individuals will nominate three other friends to do that. We did
some tests and the results were hysterical; since it has a really fresh taste; when putting all of the candy at
once in their mouths, they received an overpowering taste of fresh breath that is unforgettable. The
reaction from our test-takers was just pure excitement and they were eager to pass the news onto a friend.
Most importantly, since people are performing this challenge, not only is it increasing awareness, but it is
also increasing sales for Hershey’s because people are participating in the challenge.

Distribution Mix
In our Distribution Mix we want to ensure that the product is being sent where they are supposed
to be. Places where the consumption will likely be used. Following the overall review of the study on
Hershey, we believe the retail channels should remain the same. These channels of trade include Dollar
stores, Walmart, Target, Convenience Stores, Drug Stores, Food (Supermarkets), and other small stores
which are not specifically expressed. If the company were to change its distribution channels at this point
in the products life, sales could decline as a result from switching stores, closing channels, or adding new
channels. Nevertheless, maintain the current channels and look at your channel options later once the
campaigns are completed. Following the advertisement boom and large campaign(s), The Hershey
Company could then seek out new channels and configure its overall channel of distribution.
Market Research
We approached Hershey’s challenges first by establishing a foundation to our research, which included
two primary research questions and two hypotheses that attached to each research question.
RQ: What are the most receptive measures used to educate Millennial consumers about the features and
benefits of Ice Breakers Cool Blasts chews?
H: Exhibit booths at events are a very receptive measure to educate Millennial consumers on the features
and benefits of Ice Breakers Cool Blasts chews.
RQ: What methods are most effective when it comes to increasing the interest and trial of Ice Breakers
Cool Blasts chews for Millennial consumers?
H: Giving out samples in public areas with Millennial consumers is the most effective method to increase
their overall interest and trial for Ice Breakers Cool Blasts chews.
Next, we brainstormed many options and decided to create a twenty question survey including
questions relative to the challenges The Hershey Company is experiencing with its new Cool Blasts
chews. Each of these questions correlated with the different ways we could figure out what the issues
were with the product and what Millennial consumers ages 18 to 24 did or did not like about the product.
The questions had to include some sort of metric and measurement system, so we attached an appropriate
and correlating scaling method to each question. Thus, we would receive the most accurate results once
we began our information and metric analysis and conclusions. Likewise, these in-depth and direct
questions definitely guided our case team in the right direction to figure out the positive and negative
aspects of the product. Also, it helped us determine what overall great things the product has to offer to
consumers.
Following the distribution process, 306 surveys were administered while 300 surveys were taken.
Once the surveys were completed, we performed all of the necessary inputting and analysis on a large-
scale Microsoft Excel spreadsheet required to figure out and evaluate all of the results. Nevertheless, all
of the respondents expressed themselves as Millennials (born between 1981 and 2000).
The type of research design our group used was an observational method. We chose this type of
design because this is the form which would give us the most effective cause-and-effect relationship
results possible. In addition, using this measure gave our team internal validity along with strong accuracy
of our overall assessment of surveys. Additionally, we performed a correlational research design which

explores the relationships of the factors involved. These observations are then used to make predictions,
and suggestions or recommendations for Ice Breakers Cool Blasts chews.
Analyzing secondary data is an essential step in the problem-definition process and should always
precede primary data collection. Similarly, our team collected information off of the internet and from
social media platforms (comments, opinions from Millennial consumers, and watching YouTube videos
of this specific consumer age segment). We did this prior to conducting our own primary research so we
would have an idea of what we were up against. Also, it provided our team with valuable insights into the
problem situation, along with leading each team member in the right direction to identify the correct
courses of action to the specific challenges. Our primary research tactics and methods included in-depth
surveys, one-on-one interviews, group interviews, and sampling.
Qualitative (exploratory) research is only a small portion our entire marketing research for the Ice
Breakers Cool Blasts chews study. For example, our team used word responses and in-depth one-on-one
interviews to help determine key information and results to those specific challenges The Hershey
Company faces. Most of our marketing research with this study was conclusive/causal research.
Conclusive research tests specific hypotheses and relationships, as the information needed is clearly
defined, and the sample segment is large. Also, we personally experimented the product with Millennial
consumers to get more accurate opinions and responses. Nevertheless, we obtained controlled research
since our team used product samples.
The system of broad principles or rules (methodology) we used to interpret and solve the
challenges facing Hershey’s within the scope of this study are as follows:
 Only survey individuals ages 18 to 24.
 Distribute surveys to a Millennial sample population to receive the most relevant data.
 Ask questions which correlate to the problems facing Hershey’s and its product.
 Focus on question types which would give us the most credible and useful feedback.
 Do not focus on the products’ price point nor on additional flavors.
 Giving the survey population samples gave our team more accurate survey responses.
These specific techniques and strategies were used with our research and survey because they
provided us with the most accurate, relevant, valuable, and effective data, data metrics and measurements,
and consumer responses possible. If we would have not followed by these or have not performed these
measures, our entire results of responses, data, and data metrics would have been completely skewed and
inaccurate.
Ice Breakers Cool Blasts chews overall are an amazing product. Our team wholeheartedly
enjoyed performing primary research on this brand and product. In addition, we highly relished analyzing
all of the data, while configuring all of the results and it how it all correlated with the overall strategies
and tactics The Hershey Company can take to further expand its Ice Breakers brand and product into
another dimension. Continuing, we administered 306 surveys while receiving back 300 completed
surveys from all Millennial consumers. The questions which were most valuable for our overall research
and analysis were questions 4, 5, 6, 8, 11, 12, and 19. The questions and results which were most useful
and effective for this study are presented below:

Question 4 – Have you heard of this product before?
57 percent of Millennial consumers are getting the product message and are somewhat aware of Ice
Breakers Cool Blasts chews. A shocking 43 percent of Millennial consumers have never heard of the new
candy.
Question 5 – If Yes, how?
Many Millennial consumers know of the Ice Breakers product because of television commercials.
Most importantly, it is critical to point out that 45 percent of the respondents taking the survey did not
respond to the question; implying they have never been aware or have never heard of Ice Breakers Cool
Blasts chews.
57%
43%
0%
10%
20%
30%
40%
50%
60%
Aware Cools Blasts Exist Not Aware Cool Blasts Exist
Consumer-Product Awareness
49%
2%1%0%
3%
45%
Cool Blasts Promotion
Television
Online
Radio
Billboard
WOM
No Answer

Question 6 – Would you enjoy a sampling of this product?
Out of 300 respondents, 60 percent (180) of them would enjoy another sampling of this product and may
purchase the product for future use. On the other hand, roughly 110 respondents implied they would not
want to try this product again. Lastly, around 10 people surveyed did not answer this question.
Question 8 – Would you enjoy knowing this products’ benefits and features?
47 percent of respondents implied they would not mind learning or knowing the products’ benefits and
features. The results do express that roughly half of this market would like to understand these attributes
of the chews and that is a plus.
60%
38%
2%
Consumer Sampling
Would Enjoy Trial Would Not Enjoy Trial No Answer
47%
53%
Products' Benefits and Features
Yes No

Question 11 – When in the candy aisle, do you notice Ice Breakers products?
86 percent of the respondents have seen Ice Breakers in the aisle-ways. 71 percent sometimes
noticing, and 15 percent always noticing the brands products’ in the aisles. These results entail that
Ice Breakers has made a noticeable and effective presence in the candy aisle of many stores.
Question 12 – Do you prefer chewing or letting a candy product dissolve in your mouth?
250 respondents stated they enjoy chewing gum over using mints, while roughly 1/5 of respondents said
they enjoy using mints. These results imply that most Millennial consumers like the activity and sensation
of chewing gum rather than using mints.
14%
71%
15%
Cool Blasts in Candy Aisle
Never notice in Candy Aisle
Sometimes notice in Candy Aisle
Notice in Candy Aisle Everytime
83%
17%
Chewing or Dissolving
Prefer Chewing Prefer Dissolving

Question 19 – How often do you see an Ice Breakers Cool Blasts commercial on television?
These results truly correlate with the results from question 5. Television is the largest awareness tool
Hershey’s has used to promote its new product line, and people notice that as expressed in the responses.
Combined, 72 percent of Millennial consumers have seen an Ice Breakers Cool Blasts chews commercial.
It is interesting however that most Millennial respondents said they only see these commercials once or
twice a month. The question is “What segments on television are Hershey’s missing?” In other words,
where else can Hershey’s place its commercials within television (other shows or channels) to be even
more effective and hit this target segment even harder.
Buyer Personas
Lindsey is a 19 year old girl going to college for fashion. She is very active and friendly. She
enjoys working out, shopping, puppies, fall season, and drinking coffee. However, because of her type of
personality, she is very self-conscious which helps her put a lot of detail into her career. This is the reason
why she loves Ice Breakers chews. Due to her career and the type of environment she is in, she needs to
talk to a lot of people and attempt to network. Besides her stunning looks, her breath is something that she
is very conscious about as well. The Ice Breakers chews give her the opportunity to refresh her breath in
any given situation within seconds. This, giving her the confidence to talk to anyone, and she only has to
worry about fashion because the breath part is all covered.
Randall is a 23 year old IT student. He loves technology, computers, and videogames. Although,
he is not the common nerd. He is into working out and socializing too. Unfortunately, Randall is very shy.
He struggles a little when it comes to social interaction and how to introduce himself to know people.
However, since he discovered Ice Breakers Cool Blasts chews, he has received loads of confidence.
These chews give him the confidence to know that his breath can be fresh and smelling awesome at any
time and for any circumstance. Most importantly, Randall believes he can do whatever he wants,
whenever, with that added confidence and satisfaction.
28%
53%
11%
8%
0%
10%
20%
30%
40%
50%
60%
Never see a Cool
Blasts Commercial
Notices Cool Blasts
Commercial 1-2
times per month
Notices Cool Blasts
Commercial 3-4
times per month
Notices Cool Blasts
Commercial 5+ times
per month
Cool Blasts Commercials

Sales Forecasts
12 Month Sales Forecast
The Hershey Company
Ice Breakers Cool Blasts chews
April 2016 – March 2017
Four Years of Sales Projections
The Hershey Company
Projected Unit Sales Suggested Retail Price Total Sales % of Total
Unit = One Package
Apr-16 315,785 $2.09 $659,990.65 6.47%
May-16 363,462 $2.09 $759,635.58 7.44%
Jun-16 396,793 $2.09 $829,297.37 8.12%
Jul-16 421,356 $2.09 $880,634.04 8.63%
Aug-16 432,877 $2.09 $891,726.62 8.74%
Sep-06 382,621 $2.09 $799,677.89 7.83%
Oct-16 403,682 $2.09 $843,695.38 8.27%
Nov-16 446,730 $2.09 $933,665.70 9.15%
Dec-16 471,225 $2.09 $984,860.25 9.65%
Jan-17 412,040 $2.09 $861,163.60 8.44%
Feb-17 429,312 $2.09 $897,262.08 8.79%
Mar-17 414,371 $2.09 $866,035.39 8.48%
Projected Year Sales: $10,207,644.55 100.00%
(Total Gross Sales)
2015 YTD Sales 7/11/15 $8,894,069
Fiscal Year 2015 - 2016 YTD 2016 - 2017 2017 - 2018 2018 - 2019 2019 - 2020
Projected Sales $8,894,069.00 $10,207,644.55 $11,672,450.00 $11,963,021.00 $12,494,203.00
(Year-to-Year)
% of Change 12.87% 12.55% 2.43% 4.36%
$ of Change $1,313,575.55 $1,464,805.45 $290,571.00 $531,182.00
Total Growth $: $3,600,134.00
(4 Year Period)
Total Growth %: 32.21%

Budget
Expense Budget
The Hershey Company
Expense Category Expense Type Budget Cost Budget %
Approximate
Product Expenses
8% of Overall Budget Merchandising $700,000 7%
Product Packaging $100,000 1%
Research Expenses
13% of Overall Budget Creative Development $600,000 6%
Primary Market Research $300,000 3%
Secondary Market Research $400,000 4%
Marketing Expenses
30% of Overall Budget Promotional Advertising $800,000 8%
Televisison Advertising $1,500,000 15%
Print Advertising $500,000 5%
Print Advertising Placements $200,000 2%
Online Marketing Expenses
37% of Overall Budget Webinars $100,000 1%
Email Marketing $200,000 2%
Paid Search Marketing (PPC) $600,000 6%
Search Engine Optimization (SEO) $700,000 7%
Website Analtyics & Campaign Tracking $600,000 6%
Marketing Automation/Lead Nurturing $700,000 7%
Cloud Hosting & Content Distribution Network $800,000 8%
Other
5% of Overall Budget Miscellaneous $500,000 5%
Projected Total Budget: $9,300,000 93%
Amount Remaining in Budget: $700,000
Percent of Budget Remaining: 7%

Recommendations
 Following the complete process of surveying 300 Millennial consumers; our team has formulated
recommendations that The Hershey Company should consider for its product for the near future.
Succeeding are the multiple recommendations we feel The Hershey Company should take into great
consideration when planning for upcoming years in regards to its Ice Breakers Cool Blasts chews:
 Establish a large campaign relating to the professional sport of Hockey which traffics millions of
U.S. loyal fans. Hockey rinks are already located in larger cities (high-traffic regions) so you do not
even have to research to figure that out. Targeting this segment of consumers would bring
astonishing number to the Ice Breakers brand. In addition, set up sample booths up at rival hockey
games and have people comment and give their thoughts on the product. This will give the
company better advice and tips on its new product. Additionally, Hershey’s should introduce its
brand to the thousands of hockey leagues, including amateur, collegiate and adult-recreation.
Nevertheless, present the chews by sampling to game spectators and advertise the product within
the hockey arenas, with large (blue & green flashy) banners, along with having the game
announcers and commentators (through livestreamed televised games) give a announcements and
positive comments of the chews. All of these recommendations relating to Hockey fit perfectly with
the entire “cool”, “Cool Blast” theme of the product.
 There is an enormous market for chewing gum and mint users still. Hershey’s has to find that right
balance of promotion to attract any ages to the product. Again, Ice Breakers mints are the category
leader, so the brand should show it through strong advertising efforts. Thus, our case team suggests
establishing the different social media platforms (Twitter, Instagram, Pinterest, Wanelo, SnapChat,
etc. for the brand and product. The company does a fantastic job with Facebook so maintain that
media stream. Ice Breakers can start with creating exciting content that social media followers love
to view and share with others. Inbound marketing is the crux of online advertising and social media
promotions. Most importantly, the company should continue to produce quality content on the Ice
Breakers website because that is by far the most critical piece of online advertising and largest
awareness tool possible for the brand and company.
 Hershey’s should let its Ice Breakers brand sponsor and partner with popular national events and
sports (i.e. Boston Marathon, NASCAR Races, Professional Food-Eating Contests),
sporting/entertainment venues (Professional Baseball/Basketball/Football games, Las Vegas Plays)
to spread the brand name and products all across the country. More places Hershey’s could promote
its product are the following: SeaWorld Orlando, Universal Studios Hollywood, Walt Disney
World, Disneyland, Times Square, Las Vegas Strip, and many more high trafficked areas around
the United States. Nevertheless, this would cause (and result in) a great amount of awareness and
trial among all types of consumers.
 Establish a large-scale social media campaign such as the ALS Ice Bucket Challenge. Ice Breakers
Cool Blasts chews could sponsor a renowned disease type and get consumers to do a challenge for
awareness. For example, heart disease, breast cancer, lung cancer, and diabetes are four largely
known diseases with the U.S. and people would be apt to supporting any one of these disease types.
Also, the brand could make consumers do some kind of activity with the gum to create trial and
interest.

 Become sponsors of large-scale concerts with even more artists and bands such as Justin Bieber,
Taylor Swift, One Republic, and Coldplay. These pop, rap and country concerts will allow millions
of Millennial and Non-Millennial consumers to be aware of Ice Breakers chews, resulting in an
increase trial and interest level for the product as well. Likewise, partner with those artists and
bands; having them use the product (hands-on) and consumers will love it, and will use it.
 Express individual (Millennial) testimonials and interviews regarding the product through
television commercials and commercials which are added to the internet. Have people sample the
Cool Blasts chews while recording them as they give positive comments and expressions about the
product. Our media advertisements in our promotions mix section elaborates on this with specific
examples on how the company can utilize its television commercials.
 Partner with McDonald’s (largest and most renown fast-food restaurant) for a certain time period of
the year, Choose a summer month and offer sample packages to each and every customer (eat-in or
drive-thru) with their meal. This will give large-scale awareness, interest and trial to the product
real quick among consumers of all ages.
 Placing Ice Breakers chews coupons and product discounts in retailers shopping catalogs, renowned
national newspapers, journals, and any large magazines. This will hit an entirely new market
segment, primarily ages 40 and over. These individuals need breath fresheners too, not just
Millennials.

The Hershey Company - Ice Breakers Cool Blasts Chews
References
Becker, Tyler. "The 9 Major Social Networks Broken Down By Age - Social Media Week." Social Media
Week. N.p., 09 Apr. 2015. Web. 17 Nov. 2015.
Duggan, Maeve, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. "Demographics of
Key Social Networking Platforms." Pew Research Center Internet Science Tech RSS. N.p., 09
Jan. 2015. Web. 15 Nov. 2015.
ICE BREAKERS | Refreshing Mint and Gum Candy. (2015, August). November 13, 2015.
Kokemuller, Neil. "What Is a Marketing Communication Mix?" Small Business. Chron, n.d. Web. 17
Nov. 2015.
Patterson, Michael. "Social Media Demographics for Marketers | Sprout Social." Sprout Social. N.p., 04
May 2015. Web. 15 Nov. 2015.
Schroederk. "Preparing for Your Product Launch: Choosing a Communications Mix." N.p., 25 Mar. 2014.
Web. 17 Nov. 2015.
"Types of Facebook Ads." AdEspresso. N.p., n.d. Web. 15 Nov. 2015.

1) Gender M ___ F___
2) Marital Status Single ___ Married ___
3) Were you born between the years 1981 – 2000? Yes ___ No ___
4) Have you heard of this product before? Yes ___ No ___
5) If Yes, how? Television ___ Online ___ Radio ___ Billboard ___ WOM ___
6) Would you enjoy a sampling of this product? Yes ___ No ___
7) How often do you chew gum or use mints on a weekly basis?
Not Often Very Often
1 2 3 4 5
8) Would you enjoy knowing this products’ benefits and features? Yes ___ No ___
9) Have you had Ice Breakers Chewing Gum or Mints before? Yes ___ No ___
10) Which flavor of chewing gum and mints do you prefer? Minty ___ Fruity ___
11) When in the candy isle, do you notice Ice Breakers products?
Never ___ Sometimes ___ Everytime ___

12) Do you prefer chewing or letting a candy product dissolve in your mouth?
Chewing ___ Dissolve ___
13) Please rate the importance of these chewing gum and mint attributes.
Not Important Very Important
14) Taste 1 2 3 4 5
15) Texture 1 2 3 4 5
16) Freshness 1 2 3 4 5
17) Long-Lasting 1 2 3 4 5
18) Value of Product 1 2 3 4 5
19) How often do you see an Ice Breakers Cool Blasts commercial on television?
Never ___ 1-2 times per month ___ 3-4 times per month ___ 5+ times per month ___
20) Choose the type of packaging you prefer with chewing gum and mint products?
1 2 3
4 5

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