This year, I went to DC’s 4th of July parade. Hershey’s had managed to enter a float in the parade. …and that’s all it did. They didn’t have any music playing or any performance attached to it. This float was clearly only intended as a reminder ad. They weren’t pushing a message other than “why not have some Hershey’s kisses while you enjoy the parade?” While this float had really good placement given the family friendly audience of the parade, a lot more could have been done. Something as simple as throwing a few Hershey kisses could have had a lasting impact on the children. In doing so, Hershey could have increased the chances that kids would think of Hershey kisses when they ask their parents for candy.
Something a little more complex that Hershey could have done was have people dress up like Hershey kisses and walk around the float shaking hands with and taking pictures with the children. The possibilities are endless and yet the company chose to take the easiest route. With all of the spectacular participants in the parade, the Kissmobile just faded to the background. What are some other things that you think Hershey could have done to make their float more interesting?