Cult Candy: Hershey refreshes Take5 brand after sales soar without marketing support

By Oliver Nieburg contact

- Last updated on GMT

Hershey enlists Millennials to help re-brand Take5
Hershey enlists Millennials to help re-brand Take5

Related tags: Brand, Taste

Hershey has re-branded and relaunched its candy brand Take5 after sales grew 10% in the last three years without any marketing support.

The US chocolate leader collaborated with Millennial marketing students a special panel made of diverse millennial-aged students to develop new packaging and branding for Take5.

"We recognized the evolving millennial tastes and their need for on-the-go eating occasions,"​ said Chris Kinnard, Take5 brand manager. "They're flavor explorers and adventurous when it comes to food. They're looking for an experience, and the Take5 Bar's multiple flavors and textures allow them to have it all."

take5 interior
Take5 is a layered candy with five key ingredients

Take5 contains a layered combo of caramel, peanut butter and peanuts, enrobed in milk chocolate. All five ingredients are listed front-of-pack.

"It's important to millennials that they recognize what's in the bar,"​ said Kinnard.

Hershey describes the product as “the greatest candy bar you’ve never heard of”​ and claims the brand is already enjoying a cult following among Millennials.

Hershey currently sells the brand at retailers across the US.

Related topics: Snacks, Confectionery, Manufacturers

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1 comment

Hubris or a big gamble?

Posted by Jeff,

Strikes me as sort of silly to mess with something doing well with no support. If a cult following is developing, risking that by overt marketing, rebranding/new graphics, etc. seems unnecessary and possibly counterproductive. Sometimes one should appreciate a good thing! Will be a good case study to watch.

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