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case study:
The Hershey Company


The Hershey Company is the #1 confectionary company with $8 Billion, 34% market share, 94% household penetration and 31% share of voice for their broad and diverse portfolio of brand steeped in heritage dating back to 1894.  

Mobirise


Beyond an everyday business, The Hershey Company is a leader in seasonal and confection consumption occasions. The powerhouse is the #1 confection brand in seasonal with $2 Billion in sales and 6 of the top 11 brands across Valentine’s, Easter, Halloween and Holiday.

Mobirise

Hershey brands lead consumption occasions of Hershey’s S’mores Summers, Ice Cream, Baking, and Movie Night. Hershey’s S’mores grew 30% and $70MM in 2021 and is supported from March –September with 3-waves of advertising and merchandising pallets and endcaps in most major retailers. Ice Cream and Baking occasions are lead by core Hershey’s product plush key partnership with Unilever Brayer’s Ice Cream, Betty Crocker Baking mixes and frosting and ready to eat baked goods. Hershey’s brands are highly consumed during movie night or binge watching and in 2021 Hershey has started to support with marketing and merchandising campaigns.

Licensing

The Hershey Licensing program, #1 in food and #30 Licensor, continued to expand in 2021 in retail sales, innovative product launches, new partners and expanded market footprint building their globally recognised and iconic properties. The program generated $1.85 billion and products in 1,000,000 doors globally.  

BAC focuses on the general merchandise program and took over the business in 2019 establishing a new strategy and set of tactics to drive long term, royalty driven sustainable success. Since this time BAC signed 30 new best-in-class licensees resulting in 135% vs. 2019 revenues, the highest in program history with all licensees exceeding minimum guarantees. Placement spans across mass, grocery, drug, specialty, DTC and camping outlets. We have 13 premium collaborations in 2021 and launching in 2022 in fashion, accessories and beauty. 

BAC focuses on the general merchandise program and took over the business in 2019 establishing a new strategy and set of tactics to drive long term, royalty driven sustainable success. Since this time BAC signed 30 new best-in-class licensees resulting in 135% vs. 2019 revenues, the highest in program history with all licensees exceeding minimum guarantees. Placement spans across mass, grocery, drug, specialty, DTC and camping outlets. We have 13 premium collaborations in 2021 and launching in 2022 in fashion, accessories and beauty.

Mobirise

    We focus on 5 pillars of business:


  1. Health and Beauty - 4 licensees 15% growth ‘19 –‘21 across mass, grocery, drug, dollar, discount, specialty and DTC 
  2. Fashion and Accessory - 10 licensees, 37% growth ’19 to’21 across mass, grocery, specialty, discount and DTC  
  3. Holiday -

    • New! 3-licensees. Launched in 2021 with Halloween Plush at Five Below and then adding plush to Valentine’s and Easter for 2022 at Walmart. Celebration launch at RiteAid in Holiday 2021 and expanding in drug and grocery in 2022.

    • Hershey’s S’mores Summer - $9MM business across BBQ and Accessories in 2021, an 83% grown vs. previous. Distribution across mass, grocery, drug, camping channel and DTC. Expanding to lifestyle product in 2022.

    • Baking has 3 licensees with products in Discount and new licensees launching in mass and grocery 2023

    • Ice Cream product launching from new licensee in 2023

  4. Toys and Games - +114% 3-year CAGR with major collaborations and fully branded programs.

    • 2021: Zuru anchor licensee, Squishmallow X Hershey, Puzzles with Masterpieces, and DIY Food Makers – All major retailers  

    • 2022: Addition of Spin Master Puzzles and Games, Yow Puzzles and Floats, Basic Fun Plush and MAJOR Doll collaboration – All major retailers  

  5. Home - NEW home offerings capitalizing upon Hershey Heritage assets released from the archives for the first time.

BRAND ACTIVATION CONSULTING®    -    info@bac-usa.com
+ 1 (310) 363-1418