Hershey's

student mock advertising project

The Ask: To distinguish Hershey's Cookies 'n' Creme as a Halloween choco-candy while positioning it as a better alternative to traditional Halloween candy. Establish a connection of Hershey's Cookies 'n' Creme as the perfect blend of crunchy cookies and rich cream- perfect for Halloween goodness and celebration. 

The Problem: Halloween is coming soon and kids are about to start ‘trick or treating’. The parents haven’t bought any treats yet. They wonder: What is the go-to treat for Halloween? Do kids like candy? Or do they like chocolate? What’s the most trusted candy or chocolate brand? 

The Insight: Targeting parents who want their kids to remember and celebrate Halloween. In a year of Covid, full of staying indoors, they now want their kids to have fun- go door to door trick or treating. They want to create a special day for all the kids that come to their houses too. They don’t want to play “tricks” anymore, they are most interested in giving the kids “treats” and happiness. They are 30-50-year-old parents with young children who are looking to create a memorable Halloween experience for their kids, and the kids around them.

The Big Idea: Hershey's Cookies 'n' Creme: A Batch Made in Heaven.

The Work: