Riding on co-creation, Hershey tapped into the consumer insights of the said audience segment for the candy bar’s makeover and relaunch
Based on millennial-shaped ideas, The Hershey Company has relaunched Take5, which according to the brand, has stirred up a cult following strong enough to have generated a 10 percent growth over the past three years without any tangible marketing and promotional backing.
Tailored to the palate of the new generation, the candy bar is favoured for its layered combination of five classic ingredients—pretzel, caramel, peanut butter, peanuts, and milk chocolate. Riding on authenticity and co-creation, Hershey has tapped into the consumer insights of the said audience segment for the revamp.
Rallying the research support of marketing students alongside months of engagement through a targeted panel exclusively made up of a diverse group belonging to the desired age bracket, the marque successfully landed the big idea behind the product’s tweaked look and feel.
The chocolate line featuring fresh packaging to include a textured black background and bold green logo co-designed by the group, has hit the shelves. With the core ingredients distinctly deconstructed on the wrapper, the product’s new identity provides the appeal consumers seek out in the candy aisle.
“We recognised evolving millennial tastes and their need for on-the-go eating occasions. These flavour explorers are adventurous when it comes to food. They’re looking for an experience, and Take5’s multiple textures allow them to have it all,” said Chris Kinnard, Brand Manager for Take5.
The launch will further connect with loyalists and new fans through live engagements, social campaigns, and its brand ambassadors. Consumers can join the conversation online via Facebook, Twitter, Instagram, and Tumblr using the hashtag #myTAKE5.
