Candy Shop™ Cocoa:
Waking up a sleepy category

Candy Shop™ Cocoa: Waking up a sleepy category

It’s been over 60 years since the first instant hot cocoa mix was introduced. Not much has changed. Even more disappointing, people who do crave a sip of rich cocoa often end up drinking weak chocolate water.

Our client, Kent Precision Foods, asked The Hershey Company if some of their well-known candy brands would like to crash the cocoa party! They said yes. Candy Shop™ Cocoa was born.

Imagine drinking rich candy brand flavors like HERSHEY’S Milk Chocolate, REESE’S Peanut Butter Cup, HERSHEY’S COOKIES ‘N’ CREME, and YORK Peppermint Patties. That would make you more than satisfied … that would make you “Cocoa Happy.”

The Be Cocoa Happy campaign turns the cocoa category up to 11 and delivers on consumers’ desire for small indulgences. And not just for warm comfort. How about trying it iced? How about a YORK Peppermint Pattie Smoothie or Cocoa Cake recipes using your favorite flavors? The possibilities are endless with Hershey’s best-loved brands.

Reaching cocoa lovers throughout their daily journeys

Our fully integrated omnichannel plan will build awareness, raise category perceptions and drive prospects to Candy Shop™ Cocoa social pages and website via CTV, cinema, social media, influencer campaigns and search. A robust shopper marketing program will close the sale with in-store signage, retailer-sponsored search, on- and offsite digital ads, add-to-cart and moment-based mobile media, paired with trial incentives.

The campaign launches this fall, and the products are hitting shelves as you read this. If you can’t wait, go to candyshopcocoa.com/storelocator. It’s never too soon to Be Cocoa Happy.