HERSHEY’s Brookside chocolates — launch

At the time we agreed to pitch Brookside Chocolates, their advertising could best be described as outdoor chocolate dance parties. Because who hasn’t had this night:

A couple tastings of our own, though, revealed a far more primal experience. We became obsessed. And we found other obsessed fans online, desperate to put into words what these chocolates were doing to them:

"I mean it's orgasmic."

"I love these more than life itself."

"Brookside Dark Chocolate Acai with Blueberry? More like Crackside Dark Chocolate Crack with Crackberries."

"Well-packaged for travel."

Brookside clearly needed to respond.

Throughout the campaign, we found opportunities to engage our fans. For example, when the Amazon reviewer in the video above challenged the size of our bags, our shipping and receiving division stepped up and actually delivered a custom 100lbs bag 1,100 miles to his home in Salinas, CA.

And when @pam_cakes_v had her own wardrobe malfunction, we were there to help.

In the first three months of our campaign, we quadrupled Brookside’s social media following, drove over 500,000 social media interactions, and garnered over 30-million earned media impressions. But most importantly, we tallied the highest sales in the history of Brookside Chocolates.

Watch more videos from our campaign here.