mr. Goodbar

Hershey’s mr. Goodbar is the perfect balance of sweet and salty through its nutty interior and sweet exterior. In this campaign, we peel back the wrapper on current events that capture the same essence as the bar. 

AD: Jack Waitley & Erica Goldsworthy

CW: Erica Goldsworthy

To start this campaign, we’ll sprinkle environmental billboards out in the wild highlighting the nuttiest news in the world today with passive messages to grasp consumers’ attention.

We take a more intimate approach in our magazines. We will draw readers in with an interesting story that may just be too nuts to handle and tie it back into how mr. Goodbar knows a thing or two about being the perfect amount of nuts. Not only does this position mr. Goodbar as the ideal amount of nuts but it also adds character to the brand’s personality.

On socials, our approach takes on a new tone as we try to create a conversation with the community as channels allow for active conversations. We want people to engage with our content filling us in on their own nutty facts. This is why our dialogue will shift from passive messages to active ones!

Candles, perfume, and more nutty choices. We wanted to think about different spaces we could see Mr. Goodbar occupying and what better space than your senses? They’re nutty products but a die-hard fan must have.