Hershey Links Licensing With Its Marketing And Business Strategies

November 2, 2020: 12:00 AM EST

The Pennsylvania candy and snacks giant is hoping to broaden its customer base by forging partnership and licensing deals in unexpected ways. Perhaps the most striking example of this strategy is its affiliation with brewery D.G. Yuengling & Son to create a limited-edition chocolate porter available in 22 states. The hope is that the mashup will attract younger consumers who like craft beers – and chocolate. Over the past several months, Hershey has also debuted pudding and whipped topping products with Kraft; Hershey's and Reese's cookie mashups with Mondelez International's Chips Ahoy brand; and an expanded line of candy-inspired Jolly Rancher and Hershey's Kisses cereals with General Mills. A Hershey licensing exec says "there are many more categories that we belong in, but we don't have direct access." The idea is to remind shoppers of Hershey brands “when they are shopping outside of our core competency.”

"Hershey bets on product mashups by weaving licensing into marketing", Marketing Dive, November 02, 2020, © Industry Dive

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