S’mores: Selling the Iconic Treat of Summer at Retail

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Rob Gehring
Chief Sales Officer, The Hershey Company

For millions of Americans, the sight of a golden-roasted marshmallow, crisp graham cracker, and perfectly melted Hershey’s Milk Chocolate brings back visceral memories of summer evenings spent with friends and family. The iconic treat has evolved into a flavor profile in its own right; many S’mores-inspired products have appeared on store shelves and restaurant menus. From coffee drinks to protein bars to gourmet gum, cookies, and gelato, the flavor of S’mores is taking shape in exciting, innovative ways. However, there is no treat more fully embedded in Americana than the classic S’more, and the keystone of this delicious snack is Hershey’s Milk Chocolate. Hershey brands have a storied history, intertwined with American tradition, and we are immensely proud of that legacy. On a personal level, the happy memories I had growing up with Hershey brands was one of the reasons I felt compelled to join The Hershey Company.

The experience of S’mores doesn’t begin at the grill or campfire. It begins when you walk into a store and are greeted by creative displays filled with all the necessary components to create the classic treat. Our Retail Sales Representatives (RSRs) are fantastic at creating a ‘teaser’ of the S’mores experience in store. Hershey’s sales team strives to create rich, experiential product displays containing Hershey’s Milk Chocolate six-packs, marshmallows, graham crackers, and even useful S’mores aids such as aluminum foil and S’mores sticks. They put everything the shopper needs to make the experience a reality at their fingertips. With equal parts creativity and strategic execution, our RSRs are able to evoke the cherished American tradition of S’mores in the shopper’s mind as soon as they lay eyes on the display.

“The experience of S’mores doesn’t begin at the grill or campfire. It begins when you walk into a store and are greeted by creative displays filled with all the necessary components to create the classic treat.”

Every day, I’m amazed by how RSRs use their creativity to get shoppers to consider our products in new, unique ways. For example, I was recently in a local Hershey grocery store and came across a S’mores display with Twizzlers seamlessly integrated in it. Though you typically might not think of Twizzlers when you imagine enjoying a S’more, this execution creates a connection between S’mores and other Hershey’s products synonymous with summer. Thus, the positive experiences that come with enjoying S’mores are synergized with and projected onto other products in our portfolio.

“With equal parts creativity and strategic execution, our RSRs are able to evoke the cherished American tradition of S’mores in the shopper’s mind as soon as they lay eyes on the display.”

This same RSR also had the notion to incorporate Hershey’s Snack Mixes into the display, putting a new product alongside the timeless Hershey’s Milk Chocolate Bar. This is another example of creative, purposeful retail execution. The convergence of the new and traditional encourages the shopper to view the new product with both curiosity and trust. This association is powerful and has an enormous impact on shoppers' decision making. 

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