In order to reinvigorate Hershey’s sales and to make Hershey’s 100-year-old brand 'chic' in the eyes of today’s chocolate connoisseurs, we went from aisle to style!We brought the idea to Bravo’s Project Runway, a reality show hosted by Super Model Heidi Klum, where contestants vie to become the next 'it' designer. Tim Gunn, the on-air co-host and world renowned designer/Chief Creative Officer of Liz Claiborne, escorted the contestants to a surprise trip to the Hershey’s Time Square store. During the 'EyeCandy' challenge, designers had five minutes to grab raw materials for their outfits and all showcased 'sweet' talent by creating garments made solely from store materials; one designer even created an edible Twizzlers ensemble, while others adorned garments with wrappers from Reese’s Peanut Butter Cups and giant Hershey’s Milk Chocolate bars.

Highest-rated TV programme episode; 1.85MM viewersHershey’s sales spiked after episode/rerunsHershey’s brand 40% of episode; 100% dedicated to the challengeIntegration valued over $600,000, or 23 :30 commercialsElle insert garnered 4.7 million impressions+20MM impressions onlineEmotional success: joy surrounded contestants

We armed the show’s producers with the brand essence of fun, indulgence and happiness to seamlessly integrate these Hershey’s brand attributes into the show’s context. We tapped into the consumer’s emotional ties with the iconic brand to create feelings of excitement and happiness.

Our 360-degree campaign included TV and other relevant consumer touchpoints 'sewn in' to extend the programme’s impact. We built a Hershey’s site, housing backstage photos and videos with customized promotional elements including consumer generated design contests. Hershey’s sponsored both the Online Challenge and Quiz which selected the people’s choice of best elements. Specialised creative extended into a 12-page mini-magazine insert in Elle that debuted in fashion editorial. Tim Gunn hosted a satellite media tour for Hershey’s and all dresses were displayed in Hershey’s flagship NYC Times Square and Chicago stores and Hershey’s Park. Dresses were auctioned to benefit the Young Survival coalition, which promotes breast cancer awareness.

Hershey’s consumer simply summed up as 'Moms' were slowly moving to more premium chocolates than Kisses, Reese’s, Hershey Bars and other stable Hershey’s brands. Hershey’s consumers were eating the same amount of sweets as ever, but favoring brands seen as more 'haute couture.' In order to revitalise sales we repositioned what they considered traditional as contemporary. We knew that the medium was the message in this case and recognised the fastest way to Moms’ heart and mind was fashion.We identified Bravo’s Project Runway as a perfect fit to make Hershey’s, a company rooted in its history and nostalgia, more culturally-relevant. At first glance the pairing of fashion and food seems unusual, but it fit perfectly with female target and proved to be the right ingredients to engage viewers and impart a modern image to the iconic Hershey’s brands.