Sr. Director Seasons, Partnerships and Occasions Marketing at The Hershey Company, Alex Corcoran discusses how the company has taken recent consumer insights and buying behaviors amongst the Coronavirus pandemic and shifted their package pivot, particularly in the size of their assortment candy bags and seasonal graphics to better meet consumer needs.
Under COVID conditions as more folks are at home and spending time with their families, more candy is coming into the household and being consumed under traditional and non-traditional occasions such as baking, movie night, decorating for the holiday's, etc.
In addition, the consumer buzz around Halloween is bar none, and Hershey's did not disappoint for the 2020 Halloween Season. Innovation is a critical part of the way they go to market and data shows that 21% of Halloween celebrators want to try something new.
Hershey's Cookies n' Creme Fangs
Hershey's has some of the best innovation in the marketplace and these products in particular are attracting a ton of media buzz and pickup in store from consumers.
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