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There’s more than one way to a consumer’s heart. . .

 

The Hershey Company did not incorporate media advertising for its products until the company was over 75 years old.  Even though Hershey Chocolate Company did not advertise in newspapers, magazines or on the radio, it made use of a variety of advertising techniques.  Milton Hershey made use of store windows, counters and posters in trains and trolleys.  His packaging also promoted his products.  Check out some of these examples of early Hershey slogans:

 

Beginning with the first Hershey Chocolate products, packaging carried advertising slogans such as “More Sustaining than Meat” and “A Sweet to Eat.”

 

  

Bar wrapper for Hershey's Milk Chocolate.  1903-1905

Bar wrapper for Hershey's Milk Chocolate. 1903-1905

  

 

   

 Later bar wrappers included advertisements for Hershey’s Cocoa.

 

  

 

 

Bar wrapper for Hershey's Milk Chocolate, ca.1912-1926

Bar wrapper for Hershey's Milk Chocolate bar. ca. 1912-1926

 

 

 

  

 

 During the Hershey Chocolate Company’s early years, it inserted specially sized postcards in standard size Hershey’s Milk Chocolate bars.  These postcards featured scenes from the chocolate factory , dairy farms that supplied much of the milk used to produce milk chocolate and also images of the community’s recreational facilities.  Other Hershey Chocolate “bar cards” can been seen on the Hershey Community Archives website.

 

  

 

 

 

Hershey's Milk Chocolate bar cards such as this were included with standard size milk chocolate bars between 1909-1918.

Postcards such as this were included with standard size Hershey's Milk Chocolate bars between 1909 and 1918.

 

 

 

   

 

Salesmen created massive displays of product to attract attention and advertise special promotions. 
 

 

 

 

 

Sidewalk candy display created by a Hershey Chocolate salesman for Leftoff's Retail Store, Bronx, New York.  1938

Sidewalk candy display created by a Hershey Chocolate salesman for Leftoff's Retail Store, Bronx, New York. 1938

 

 

 

 

Hershey Chocolate Company made effective use of displays in store windows, counters and aisles:

 

 

 

 

Hershey Chocolate Corporation store window display.  ca.1930-1932

Hershey Chocolate Corporation store window display, ca.1930-1932

 

 

 

 

 

 

 

 

Hershey Chocolate in-store display.  ca.1945-1950

Hershey Chocolate in-store display. ca.1945-1950

 

 

 

  

In smaller stores, special counter displays were used to promote Hershey’s products.
 

 

 

 

 

Hershey Chocolate store counter display.  ca.1920-1925

Hershey Chocolate store counter display. ca.1920-1925

 

 

 

 

 

  
For several decades these methods were effective ways to market the United States “great American chocolate bar.”  However, beginning in the 1960s, these methods were no longer enough and Hershey Chocolate began losing market share.   In response to growing competition, Hershey Foods Corporation launched its first media advertising campaign in 1970. 

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