The idea for the HERSHEY’S Milk Chocolate with Caramel bar really originated with consumers. Surveys revealed that caramel is the third most popular ingredient people add to their s’mores. HERSHEY’S leaned into what fans were already doing and offered a fun twist on a time-honored tradition with new HERSHEY’S Milk Chocolate with Caramel, built specifically for s’mores use.

We partnered with country singer and committed s’mores fan Russell Dickerson and his wife, Kailey, sharing s’mores with them and their two young kids in their Nashville backyard and tour bus. The content featured their “hot takes,” including playful banter between the two about how to pronounce “caramel,” reminiscing on cozy fire pit moments with their kids, and reflections on how s’mores with HERSHEY’S remind them of home—even when they’re on the road touring.

Our launch campaign garnered 5,028,939,503 impressions with 100% of total online coverage is positive/neutral in sentiment.