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MAR 2007

Reservations About Reserve Haunt Hershey†

Sales Disappoint for Upscale Line; Giant Turns to Price Cuts, Advertising

Advertising Age, March 6, 2007 — Hershey by any other name is still mass market. That's what the confectioner is learning the hard way following its push into premium with Cacao Reserve by Hershey's. Less than six months after the launch, the company is resorting to price discounts it had hoped the upscale category wouldn't demand and shifting strategy to advertise the product it once presumed would sell itself.

Category: Brand Strategy
Tags: Hershey, Brand Architecture & Portfolio, Customer Targeting, Marketing Tactic

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