Discovery Communications Inc - Hershey’s Co-Branded Campaign
The Sweet Taste of Co-Branded Success
When Discovery Networks and Hershey’s teamed up for a year long sponsorship agreement, Discovery came to us to produce the campaign linking specific Hershey’s candy brands to specific Discovery networks. The challenge was to find a common thread theme between networks and products. Six of the Discovery’s networks were involved: ID Channel, Animal Planet, Discovery Family, American Heroes Channel, Science, and Destination America. Each married to a Hershey’s candy brand: Hershey’s Kisses, Cadbury Cream Egg, Twizzlers, Hershey’s Smores, Hershey’s & Reese’s Spreads.
Each spot features the product and in most cases positioning it as the solve to a lifestyle situation. For example, Destination America has content about the ‘supernatural’, we created a scenario of children and a dad camping out in the woods telling ghosts stories and the Hershey's Smores product comes to the rescue to comfort the frightened children. We used each network's brand colors within the design of the scenarios and integrated the network logo into scene resolve.
DISCOVERY FAMILY & HERSHEY'S SPREADS
DESTINATION AMERICA & HERSHEY'S S'MORES
American Heroes Channel & Twizzlers
Animal Planet & Cadbury
Investigation Discovery & Hershey's Kisses
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Hershey’s sent a case of Kisses to inspire the team during production.
80 Million Hershey’s Kisses Are Produced Daily.