Discovery Communications Inc - Hershey’s Co-Branded Campaign

The Sweet Taste of Co-Branded Success

The Ask

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.

The Solve

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

Style Frames

  • Client - Discovery Communications Inc

Fun Facts:

Hershey’s sent a case of Kisses to inspire the team during production.

80 Million Hershey’s Kisses Are Produced Daily.


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