Fresh brand refresh in a milky way!
Hershey's unhappy with their - back then - current communication and visual identity in the milk brand, decided it was time for a refresh. The task wasn't easy, as their products had to align with new strategy and goals the client was aiming, the main one being gaining love brand by kids.
The campaign was a two in one, the first one; gain children's attention and the second one, gaining the actual buyer's choice - usually their mothers. So the general approach was to portrait kids as defiant, brave and independent characters linked with everyday activities like skateboarding, swinging in a playground or riding bikes.
As for their mothers, a warmer approach was made, portraying also everyday situations in a tenderful way. The media plan was extensive and adapting the campaign and keeping brand coherence through out so many assets was vital, here a few examples of the adaptability of our master graphics.
