Hershey’s Gets A Kiss Goodbye

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