Tribal DDB Brings Hershey’s Happiness Online

NEW YORK Tribal DDB has extended the fun and playful characteristics of Hershey’s offline ad campaign to the Web.

The site ( features a “love letter generator” that lets users customize messages to loved ones with pull-down phrases. It also includes screensavers, recipes and a quiz that determines which Hershey’s chocolate matches a person’s personality.

The latest ads from Tribal DDB parent DDB in New York are also available on the site. In the spots, chocolate lovers express the happiness associated with a Hershey bar.