This Dot’s work doesn’t qualify for my creative portfolio (for various reasons), but I’m proud to say that this now two-year-old campaign contributed to a 31% sales increase in 2024 (closest competitor was private label at +3.9%). Dot’s is now on pace to be the #1 pretzel brand next year, with market share from 16 to 23% since campaign launch, wildly outpacing company expectations. Dot’s is an absolute unicorn in Hershey’s portfolio right now.

This was my first TV project at Hershey’s, and our in-house team beat out Erich & Kallman on this pitch. It was all heavily concept-tested (like most everything at Hershey). Starting with this, our in-house team went 3/3 vs. outside shops and hit Hershey’s key Kantar metric (85+ short-term sales lift score) on nine-straight TV projects.

Additional Hershey work is here: https://www.adamcooksite.com/projects/hersheys

To note, we created a series of hardworking pack/product-focused social videos out of the opening food/pack footage here. It is still some of the top-performing social assets at Hershey’s. Also, it’s the polar opposite of “native” and/or “creator” content, which has a place in the funnel, but I think the heavily-branded social content worked hard to get the pack noticed/remembered just as it was appearing on shelves (thanks to Hershey’s big distribution push).