Launching Hershey's Brookside in a Competitive Market
Introducing Hershey’s Brookside into an already saturated chocolate market posed challenges due to late entry and stiff competition from brands like Cadbury Silk Oreo. The absence of media spokespersons and the need for region-specific test market phases further complicated the launch strategy.
Strategic Approach for Success
To overcome these obstacles, we strategically partnered with influencers such as Vir Das, Nia Sharma, and Ranveer Brar, leveraging their diverse backgrounds and regional appeal. Pre- and post-launch videos were utilized to generate virality across Hershey’s social platforms. Blogger activations and targeted placements in both English and vernacular dailies and magazines extended brand visibility.
Outcomes
The influencer collaborations resulted in significant impact, garnering over 19.16 lakh impressions, while blogger activations reached 4.45 lakh impressions. The campaign achieved a PR value of INR 31.69 lakh, effectively establishing Hershey’s Brookside amidst fierce competition and securing a strong position in the market.