Hershey’s ‘Pure’ Campaign Aims to Melt Hearts

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

The spots for Hershey’s Chocolate Bar eventually will become 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 Arnold NYC, will run next quarter and into 2009