Trial Programs

How We Got Over a Million People to “Taste and Believe” for Hershey’s

One taste of Hershey’s new Take 5 candy bar and people become brand evangelists. So our goal was to get as many people to taste and buzz as possible. We did this with a “Taste and Believe” trial program. We offered consumers a challenge online at greatestcandybarever.com. Try the candy bar and if you love it, spread the word. 70,000 brand lovers opted into the program and helped distribute 1.4 million candy bars and build buzz.

The results:
Sales up 9% in first month