The Hershey Company

"Unwrap the Potential"

To directly reach CEOs and inspire them to contact a Hershey's salesperson about selling Hershey's products in their retail stores that do not traditionally carry Hershey's products.

Capturing and holding the attention of busy, high-level executives isn’t easy so JPL's creative team needed to produce a sales package that would make it to the decision maker's desk and get his or her attention.

The unique, Hershey-designed candy box sales package tempted recipients to watch the presentation entitled "Unwrap the Potential." The CD ROM presentation promoted the quality and breadth of Hershey's brand and philanthropic legacy. It also explained how selling Hershey's products in non-traditional retail locations, such as department stores and hardware store chains, could add up to impressive profits with impulse shoppers.

To help the Hershey's salespeople know how to approach their follow-up sales calls, JPL created a unique URL embedded into the EXE file on the CD. If the recipient viewed the CD on a computer with Internet access, a hit was tracked on a special site making the salespeople's efforts even more targeted.

Over a two month period, 50 gift packages and CDs were sent to CEOs. JPL tracked a total of 11 unique visitors with 13 views. Within the first week after delivery, The Hershey Company had two direct sales calls.

In addition, The Hershey Company has repurposed the CD to fit the needs of other sales initiatives in a variety of markets.