Hershey’s journey from an ice cream topping to a “milk plus”staple
Hershey’s Chocolate Syrup had little relevance to the Indian consumer as it was positioned the world over as Chocolate topping on Vanilla Ice-Cream.
We identified all occasions where chocolate was added and we looked at the symbols of chocolate to understand the world of indulgence. We understood that chocolates were the ultimate bribe to kids. And realized that this bribe was needed the most to drink milk. It was the perfect symbol of mother’s love – tough but sweetened. To ensure a smooth foray into the Indian market, we studied the Indian nurturer – Mother and her concept of milk as a diet supplement. We repositioned the product as “Milk Plus” We revamped the packaging to ensure appropriate visual hooks to appeal to the Indian palate.
DY Works won the Silver at the 2011 edition of ‘The Internationalist Awards’ for Media Innovation in New York, USA for our intervention for Hershey’s.