mr.Goodbar
Why wait for a big milestone to reward yourself? Got out of bed today? Drank a glass of water? Did the dishes? Great! Reward yourself for the little things with a mr.Goodbar.
Partner: Eden Snower
Hershey’s mr.Goodbar was founded nearly a century ago and is a delicious chocolate bar with whole peanuts. The candy bar got its name when someone said, “That’s a good bar!” and Mr. Hershey who was hard of hearing heard, “Mister Goodbar” and the name stuck.
Background
College students between the ages of 18-24
Target
Insight
Consumers feel the need to wait for a big milestone to celebrate and overlook the smaller accomplishments.
Show that mr.Goodbar is the perfect reward for all the small and overlooked accomplishments.
Approach
Instagram Post
As Instagram users are scrolling through their feed or exploring new content, one of the four mr.Goodbar ads will pop up encouraging users to reward themself for an everyday task.
Experiential Ads
College is one of the hardest places to keep up your motivation. During the first week of the fall semester, mr.Goodbar will hand out free t-shirts, lanyards, and small pillows to students to remind them that little accomplishments deserve a reward. Nearby restaurants and bars will have mr.Goodbar coasters to help reach more of the college student consumer.
OOH Ads
Billboards on busy streets and posters on crowded trains and buses are a great way to remind consumers that they deserve a reward for basic tasks like going to work.
Print Ad
We plan to place this print ad in magazines that are popular among college students and young adults such as People, Entertainment Weekly, and Better Homes & Gardens. We chose this method because we wanted to explain what makes a mr.Goodbar the perfect treat for small accomplishments.