13:18-14:04 Redefining Snacking with Innovation — Hershey’s is expanding its brand beyond traditional chocolate. As a leading snacking powerhouse, The Hershey Company has launched a variety of new products in the snacking landscape, such as Reese’s Dipped Pretzels. This broad perspective has enabled Hershey’s to create new snacking occasions, appealing to a wider range of consumer preferences.
14:52-15:48 Digital Transformation and Media Strategy — With about 70% of Hershey’s media plan now digital, there’s a shift underway from traditional 15-second TV ads to digital platforms such as YouTube, Meta, and TikTok. This transformation has enabled Hershey’s to stay relevant, especially with younger generations. By continuously testing new messages and platforms through their advertising innovation file, Hershey’s has driven significant improvements in media ROI.
23:17-24:13 Understanding the Value Chain — To succeed as a marketer, one must understand every aspect of the value chain. Mohnshine advises marketers to be curious about how products are made by visiting plants, understanding sales strategies by spending time with sales teams, and collaborating with R&D to improve products. This comprehensive understanding helps marketers meet consumer needs more effectively, unlock value for their P&L, and gain credibility within their organizations.
