Anniversary Campaign

Winner: Hershey's and Hill & Knowlton Campaign: Hershey's Kisses Walk the Red Carpet The Mission: With the help of Hill & Knowlton, the Hershey's communications team set out to organize a kick-off event in 2006 to create buzz around the 100th anniversary of Hershey's Kisses in 2007. The anniversary campaign needed to build awareness that could be sustained throughout year, and to inform consumers of the company's commitment to charitable giving. The Hook: If chocolate is an aphrodisiac, then celebrity gossip is an addiction. With this in mind, the communications team decided that the best way to announce the upcoming anniversary would be a red carpet kick-off event at the 2006 Emmy Awards, where they could introduce the milestone and grab the attention of the media. However, unless you are a master at crashing parties (or unless you happen to be Brad Pitt), getting red-carpet access isn't a piece of cake.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.