How Hershey's Creative Strategy Transformed its Iconic Holiday Ad into an Immersive Experience
The holiday season is a prime time for marketers to refresh their brand assets, much like consumers dust off their cherished decorations. For The Hershey Company, this meant reevaluating their most iconic holiday creation, the 1989 "Holiday Bells" commercial, and exploring new ways to engage audiences beyond traditional advertising.
"We wanted to bring back what I believe is the quintessential commercial that signals the start of the holiday season, perhaps rivaling Coca-Cola's iconic imagery," said Vinny Rinaldi, Hershey's Vice President of Consumer Connections. "However, we've chosen not to use AI-generated assets, setting us apart from Coca-Cola's controversial approach."
Instead of following Coca-Cola's controversial AI-generated Santa Claus ads, Hershey decided to pair its beloved red, green, and silver Hershey's Kisses with a timeless holiday symbol: the lighting of the Christmas tree at Rockefeller Center in New York City. This strategic move is part of a broader, multi-channel campaign that includes an interactive experience, digital platforms, social media, and more.
"The simplicity of the spot, featuring no dialogue, celebrities, or dialogue, is what makes it so charming and enduring," explained Stacy Taffet, Hershey's Chief Growth Officer. "It has become one of the most iconic holiday advertisements in American marketing history."
The "Holiday Bells" commercial, born from a spontaneous idea during a campaign shoot, was created by John Dunn, a former brand manager at Hershey. Directed by Carl Willat, the 15-second ad uses stop-motion animation to transform Hershey's Kisses into handbells that play "We Wish You a Merry Christmas." This ad, set to return to the airwaves on December 3rd, is Hershey's longest-running commercial.
"We've been exploring ways to modernize the bells, but why change something that has been so successful for so long?" Rinaldi said. "By offering a 360-degree view of the campaign, we're reaching a broader audience beyond just the TV commercial."
The centerpiece of Hershey's holiday strategy is an interactive experience, an LED-powered mat that allows consumers to recreate the "Holiday Bells" ad. This unique setup, blending elements of the oversized keyboard from the movie "Big" and the arcade game Dance Dance Revolution, will be available at Rockefeller Center during one of its busiest weekends, running until December 7th.
"People will have the chance to engage, create their own content, and share it on social media," Rinaldi said. "Given the strong association between Hershey's Kisses and Christmas, we're bringing this iconic combination to life across our digital platforms, social media, and music."
In addition to the interactive experience, Hershey's will leverage local influencers to spread the word, and the campaign will include branded effects on TikTok and Snapchat, SiriusXM home screen integration, a rewards-based integration in Candy Crush, and a music video featuring country music star Lainey Wilson.
Hershey's approach to holiday marketing reflects its commitment to evolving content strategies. While the adage "content is king" remains relevant, consumer preferences are shifting across various media formats, from video and audio to social media.
"We've conducted extensive testing with different creative iterations over the past few years," Rinaldi noted. "Whether it's time spent with people, product engagement, or long-form content, what consistently stands out is our focus on continually refining our creative ecosystem."
The interactive experience at the heart of this holiday campaign demonstrates a shift in marketing focus, moving away from hyper-targeting towards creating engaging content that resonates with consumers across demographics and channels. From children and adults stepping on the musical mat at Rockefeller Center to those interacting with digital content and activations, Hershey aims to capture the attention of a diverse audience.
"How can we encourage people to spend more time with our brands, which are often the most comforting and authentic products in people's homes?" Rinaldi pondered. "Over the next 12 months, we have a significant opportunity to bring a wide range of content experiences to life across our portfolio."
Rinaldi, who assumed the role of Vice President of Consumer Connections in October, is instrumental in driving this content strategy. In this new position, he oversees integrated media and strategy, creative studio and channel experiences, marketing intelligence and enablement, and other marketing functions, all aimed at creating a seamless and cohesive consumer experience across various touchpoints.
"The way we present ourselves in TV assets, packaging, and other brand materials should be interconnected and resonate with each other," Rinaldi emphasized. "As consumers, they should never feel a disconnect between their experiences with any of our brands."
To achieve this seamless connection, Hershey is rethinking its communication strategies and measuring the impact of its efforts as consumer behaviors evolve, from shoppable commerce to dual screening. This shift is not just about Hershey but also about the broader industry, as these functions are now integrated to ensure a unified approach to each touchpoint in the consumer journey.
