Dr. Sabrina Segal

Stopped eating Hershey’s Kisses? You’re not alone. The low spending budget of Hershey Co. may have caught up to its major brands. Its main rival, Mars, historically spends significantly more on advertising.

Now is the time for Hershey to dig down into its pockets to “reignite its core.”

Get ready to see more TV, Internet and print ads for Reese’s, Kisses, Kit-Kat, Twizzlers and York Peppermint Patties. The Reese’s line will have some new products: Reese’s Whips for the health-conscious consumer and Reese’s Clusters for those who love to indulge.

The target market for the chocolatier of today is “younger women who look to chocolate as a source of simple happiness and comfort.” Look for the Bliss brand for “creating a state of bliss.” There is a dollar off coupon on the website.

But is it too late? The Hershey Bar has been replaced by Mars’ M&Ms as the market leader. Even Reese’s has overtaken the stoic bar in the larger-sized snack category. Hershey still has a 45% market share in the chocolate market.

What is your favorite chocolate? How about your favorite candy commercials? Will the Hershey Bar eventually go by the way of Mars?

Photo Credit: Dr. Sabrina Segal