How to Get a 131-Year-Old Workhorse Chocolate Brand to Worker Harder?

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The candy and snacks maker Hershey, whose portfolio also includes famous names like Reese’s and Twizzlers, has increased its marketing budget by 20% to fund the brand’s first new advertising campaign in eight years. The Hershey Company spent $600 million total on advertising expenses in 2024.

Hershey wants its 131-year-old, workhorse chocolate brand to work a little harder.

“Our goal is to fill in the gaps,” she [Stacy Taffet, chief growth officer of Hershey] said, referring to candy shopping occasions outside of Halloween and Easter, and to households without children who eat sweets.

Learn more about Hershey's plan to experiment with new product iterations to grab headlines and drive year-round sales.  You'll also learn a little about the power of familiarity.