Godrej Hershey wins silver for Innovation in Media!
The campaign idea was "You could do a lot more with Milk". The Hershey brand team used packaging as a surrogate for media vehicle to communicate with the consumers. They created a print advertisement & placed it on an outer sleeve, covering the primary bottle, as a medium to communicate the proposition to the consumer. The brand now became the mother's best help in managing her children's nutritional intake. Each pack sleeve was further equipped with a handy recipe book that helped guide the mother with first steps into experimenting with milk and syrup. They further amplified the message, at "the first moment of truth", on the shelf (a critical consumer touch point) through some outstanding retail interventions in key outlets across metros.
Commenting on this success and congratulating his team, Mahesh Kanchan, VP Marketing said "Hershey syrup had a big challenge ' the households it entered showed huge inertia to get it out of the closet and use it frequently. Hence each bottle lasted for nearly 3-6 months in the refrigerator. The team did some excellent consumer immersion to arrive at the insight. The challenge was to educate the consumers in a cost effective way that Hershey Syrup and Milk make a great combination. The team innovatively used packaging to communicate this idea that I call "Pack-vertising'. This not only doubled the sales of syrup but also created a new leverage for the brand, creating a whole new consumption occasion and ensuring that Hershey Syrup found a place on every shelf. "