The Hershey Company recently found a way to double its profits in this precarious economy. In a recent Ad Age article, Hershey’s CEO, David West, attributed Hershey’s success in substantial measure to its use of radio. Hershey’s received whopping returns when they tied their retailers into on-air contests, programming and DJ endorsements, and manage local events and station appearances at retail.
“Hershey Co.’s third-quarter earnings nearly doubled to $125 million from $63 million a year ago, a turnaround helped by the confectioner boosting ad support sharply this year to stem share loss to rival Mars,” said the article. “Hershey’s has focused its efforts on the recently launched, female-focused Hershey’s Bliss, Reese’s, Twizzlers and Kit Kat brands, as well as international markets… Hershey’s ad spending will be up about 25% for the full year. It rose 23% during the third quarter. The company has focused its efforts on its Hershey’s Bliss, Reese’s, Twizzlers and Kit Kat brands, as well as international markets.”
Hershey’s agencies are Arnold, TracyLocke and North Castle Partners.