“UNWRAP THE KID IN YOU”
In adulthood, paired with macro consumer trends towards healthy and clean eating, adults no longer indulge in Hershey’s the same ways they once did.
Through research, we found out that when thinking of Hershey’s, adults associate the once well desired Hershey’s candy bar with dormant childhood memories. By harnessing the power of nostalgia, we want to show that the child in every adult is still alive, and with the help of Hershey’s candy bar it can be resurrected.
Pop Up Museum: “KID YOURSELF”
By selling a certain amount of lucky bars, Hershey’s will give the lucky winners an opportunity to visit their interactive pop up museum for free.
Free or not, guests will be able to revisit the experience of what it’s like to be a child for a limited time. All that is associated with being a kid will shape the interactive experience of anyone who visits.
GUERILLA
Hershey’s will install various outdoor games in high traffic locations where adults spend majority of their time between work and home life. These games will include activities that pull the heart strings of most adults who have fond memories of spending their childhood playing outdoors with other children.
The print ads will also be displayed in an unexpected and fun way in order to make pedestrians get out of their physical comfort zone.
Hershey’s Tike: “RIDE LIKE A KID”
Hershey is partnering with Little Tikes and Uber to help you “Ride Like a Kid” as part of the campaign. Every Hershey’s bar purchased and brought to “Ride Like a Kid” activation site will earn you a 15 minute ride credit (up to 1 hour) in our adult sized Little Tike cars. To sweeten the deal, each bar also gives you a chance to earn a $5 Uber credit, to help you get where you’re going, but from the backseat just like when you were little!
By submitting any Hershey’s wrapper along with a license and credit card (for incidentals and guaranteed return), adults will be able to rent an adult sized Tike at the nearest activation booth. For every Hershey’s wrapper the adults submit, they will get additional 15 mins with the Tike (maximum time of 1 hour)
