Hershey's - Elegancita
The CompanyThe Hershey Company is the largest producer of chocolate in North America and a global leader in chocolate and sugar confectionery.
The Task
Hershey came to Addison Whitney with the need to develop a name for a new candy bar that contained cajeta, a traditional Mexican candy similar to dulce de leche. Hershey wanted a name that appealed to Spanish speaking customers, but would also appeal to English speaking Hispanic customers.
The Addison Whitney Solution
Verbal Branding
Addison Whitney developed the name Elegancita which roughly means, “little elegant ones.” The connection to the English word "elegant" also perfectly fit the requirement to create a name that would appeal to both Spanish and English speaking target customers.
Thomas K. Hernquist, Senior Vice President and Chief Marketing Officer of Hershey Foods Corporation at the time stated, "With over 40 million Hispanics influencing all areas of American culture ... from food to music to fashion ... and purchasing power of $630 billion, the U.S. Hispanic market represents a tremendous growth opportunity for Hershey Foods." Through a partnership with Thalia Sodi, the world renowned Latin singer and actress, Hernquist explained this "unique relationship combines the heritage and power of Hershey's iconic brands with Thalia's deep and genuine connection to the Latino community."
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