Hershey's Promotes Bliss via Experiential Party

Promo Magazine, May 27, 2008 — The Hershey Co. has turned to parties to generate word-of-mouth and buzz around some of its new products. The company recently used themed house parties via House Party, a marketing services firm, to support its new Hershey’s Bliss chocolate line. Hershey’s staged 10,200 “House of Bliss” parties over the April 25 weekend to sample its latest item and spread interest as the product rolled out in stores.

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.