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A teaser ad which aired Aug. 18 is the first salvo in a $10-15 million campaign for a repackaged Hershey’s Chocolate Milk.
Appearing on ESPN and ABC during the extreme sports show X-Games, the television spot shows a teenage boy wrestling with an invisible foe for the contents of a convenience store refrigerator case. A sportscaster-type voiceover comments on “Derek” and his beverage-grabbing abilities.
The ad and its follow-up—which reveals the contested item to be the new “ergonomically designed” Hershey’s milk bottle and Derek’s competitor to be a stock boy—mark the first national advertising campaign for the milk product.
Previously, Hershey’s had licensed a number of individual dairies across the country to produce and market its branded milk products.
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