Daily Insights

Kiss Goodbye to a Classic?

By: Mackenzie Baker | Dec 07, 2020

Television viewers have grown accustomed to seeing Hershey’s Kisses dance along to “We Wish You A Merry Christmas” as soon as the temperature drops. This year, however, Hershey’s adds a twist ending to its classic commercial. 

For the first time in 30 years, Hershey’s changes up its most popular winter advertisement. After Hershey’s Kisses were named the number one most popular candy used in holiday baking, the brand pays homage through its new commercial ending. The iconic Kisses will still play along to “We Wish You A Merry Christmas”, but will also show a father and daughter making peanut butter blossoms, a holiday cookie famous for having a Herhsey’s Kiss in the center. By altering the commercial ending, Hershey’s can honor two more holiday traditions—baking and spending time with family. Given consumer demand for warmhearted and touching brand ads this holiday season, the alternate ending could grow consumer gratitude for the brand according to a Gartner report on the topic. 

As Hershey’s Kisses commercials have become a wintertime staple alongside Coca Cola’s polar bear ads and M&M’s Santa Claus ads, it’s understandable that the brand will continue to run the original rendition too. Both Kisses ads will stream on broadcast TV and digital platforms to help get consumers in the holiday spirit. Running multiple ads on multiple platforms also sweetens Hershey’s chances of staying relevant with consumers, which could increase sales as candy consumption and at-home baking rates increase during the Coronavirus pandemic. Hershey’s updated Kisses advertisements follow its November Instagram contest to find the best baked goods using the popular candy. The Mini Kiss Baking Contest asked at-home consumers to show off their best baked goods for a chance to win KitchenAid mixers, baking equipment, and Hershey’s decorated baking mitts. Running the contest right before the launch of its holiday commercials could help Hershey’s grow connections with consumers and stay top of mind for a longer period of time. 

With its remodeled, family-focused commercial, Hershey’s can boost connections with consumers through themes and activities that are important to them this year. By tuning into consumer preferences, Hershey’s could improve loyalty and set the stage for future festive refreshes.