When is a promise better than a kiss? According to M&M/Mars, it’s most of the time.
In a three-month, ‘independent,’ head-to-head national taste test commissioned by the confectioner, 71 percent of Americans preferred Dove Chocolate Promises over Hershey’s Kisses on three counts: overall taste, rich chocolate taste and texture.
Not only did Promises prevail in such strongholds as Hackettstown, N.J., the corporate headquarters of M&M/Mars, but also in such seemingly hostile territory as Hershey, Pa., where nearly 60 percent of respondents sided with Promises.
In fact, Hershey’s Kisses prevailed in only three states: Minnesota, South Dakota and West Virginia. Predictably, M&M/Mars representatives could not account for these Hershey victories at press time.
To coincide with the unveiling of the survey’s results, Grey Advertising in New York broke a 30-second TV spot called ‘Wannabe.’
It shows a computer-animated beauty contest between a Hershey’s Kiss and a Dove Chocolate Promise, with the latter being crowned the winner.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity