Launch Hershey’s new chocolate bar like Apple launches a new iPhone and position new Cookie Layer Crunch as a true feat in engineering and design.

The campaign rolled out in three stages. First, a teaser video of a street poster appearing to be pasted up in News Feed. The pasting brush appeared to break the video frame to create a thumb-stopping 3-D effect. People who viewed the teaser could opt-in for a reminder of the live broadcast on day of the new product reveal.

Secondly, a 10-minute long FB Live broadcast kicked off from the Hershey Store in Times Square before turning things over to Hershey HQ in Pennsylvania. The Live broadcast humorously revealed the new product like a modern tech company reveals a new device, complete with keynote speaker and awestruck audience. Following the tech model, a gorgeous CG product video displayed Hershey’s newest chocolate bar on the big screen at the keynote event.

Finally, The CG product video was edited to create several short videos to remind folks to try Cookie Layer Crunch.

Nielsen Brand Effect showed the campaign drove a 5pt lift in favorability, an 11pt lift in brand awareness, and a 20pt lift in ad recall, outperforming Nielsen’s norms across the board.

65 million impressions made in a 4-week time period.