Business Wars Hershey vs Mars - A Chocolate Rolls Royce | 5
Nov 11, 2019
In the late 1970s, Hershey faces fierce competition from Mars, the reigning confectionery king. With a new CEO at the helm, Hershey seeks to rejuvenate its brand through bold marketing and innovative products. The rivalry intensifies as both companies aim for dominance, leading to the creation of iconic candies like Reese's Pieces. Unexpectedly, a Hollywood opportunity shifts the landscape, pushing both brands to adapt and evolve. The battle is not just for profits—it's a fight for legacy and market relevance.
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Hershey's Comeback Plan
- In 1976, Hershey's executives plotted a comeback strategy against Mars, focusing on advertising, acquisitions, and new products.
- CEO Bill Dearden, a Hershey's Orphan School alumnus, aimed to restore Hershey's glory.
Reese's Pieces Development
- Hershey developed Reese's Pieces to rival M&M's, using peanut butter-flavored fudge due to technical challenges with real peanut butter.
- Initial test market success waned, but Hershey proceeded with a national launch despite concerns.
Hershey's Product Diversification
- Hershey launched new products like Score, Whatchamacallit, and Take Five to gain market share.
- These, along with Reese's Pieces, helped Hershey claw back some of its lost ground.