The Tuesday Muse – ‘Hershey’s’


From the ‘Hershey’ website ~

“If stranded on a desert island, more than half of Americans surveyed would rather have an unlimited supply of HERSHEY’S KISSES Brand Rich Dark Chocolates than their favorite book.”

This was labelled under ‘Fun Facts’, but as far as I’m concerned this is neither fun nor a decent fact. The only thing I have gained from this so-called fact is that a somewhat stereotypical and narrow view on Americans remains undimmed, unchallenged and unchanged – the fact that things don’t alter I suppose could be a comforting though – but come on! Who feels the need to advertise such a thing? Is this really what the American market like to read about their favourite (or should that be favorite?) snack? Although, apparently, they don’t like reading. It is incredibly unlikely that said snack would aid their existence in such primitive surroundings, considering what must be in it, so it’s not like survival instinct is winning through here.

If nothing else, it fits in awfully well with the fact that America is one of the most overweight countries in the world. A comical coincidence, until you realise how depressing that actually is… It gives them a similar reputation as they received when, being interviewed in Morgan Spurlock’s ‘Super Size Me’, all of them could recite the McDonald’s slogan, and hardly any knew which words to use to pledge their allegiance to the flag of the United States of America. Even I know the fucking pledge of allegiance! Jesus.

On the plus side, they clearly know who to appeal to, and it’s not like they’re doing badly at advertising – I believe Hershey’s in on a similar line to Cadbury’s over here (or at least was…) – so they are successful and aim to the correct demographic, but surely you can come up with something better than that, if not least to make your customers sound a little more intelligent? It’ll make you sound better too!

The most depressing thing is that the advertising is clearly just a way of boosting sales (obviously), whatever side effects it may cause along the way. And fair enough, Hershey’s IS a confectionary chain so I suppose they aren’t looking to better human kind or anything, but it rather seems like they just don’t care much about health, integrity, intelligence, respect… Blah blah blah.

Not a fan of Hershey’s. Haven’t even tried it, not going to – advertising backfire.

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