Arnold Launches 'Hershey's Pure' Campaign

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NEW YORK Hershey this week began airing a TV spot that marks the beginning of its “Pure Hershey’s” campaign, which seeks to associate the candy maker’s chocolate with feelings of happiness, innocence and simplicity.

The spots touting Hershey’s chocolate bar will serve as an umbrella campaign for the company’s other top brands, targeting a demographic of 18- to 34-year-olds. The first 30- and 15-second ads, via Havas’ Arnold, will run next quarter and into 2009-all aiming to connect Hershey’s chocolate with various pleasant emotions.

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