Hershey Kisses: The Marketing Staple of the Holiday Season
Discover how Hershey's iconic "Christmas Bells" commercial has captivated audiences for 35 years through timeless marketing magic and nostalgic storytelling.
The strategy behind the longest running holiday commercial
How to make your marketing memorable this holiday season
When does it truly start to feel like the holidays? For some, it’s the day after Thanksgiving, when they go with their families to pick out Christmas trees. For others, it’s the first night of Hanukkah, when they light the first candle on the menorah. For us, it’s when we start to see the classic holiday commercials, marketing campaigns, and sales strategies being rolled out.
The winter holiday season is a perfect excuse to switch up your marketing, leaning into the energy of the season, our yearning for nostalgia, and classic holiday tropes. Every year, new holiday commercials hit our screens— some capturing the energy perfectly, and others falling flat. But there’s one commercial that perfectly encapsulates the holiday season flawlessly: Hershey’s Kisses’ “Christmas Bells.”
Let’s dive into the effect of this 35-year-old commercial to see how its marketing strategy has stood the test of time.
The strategy behind the longest running holiday commercial
This 15-second commercial features 11 animated Hershey’s Kisses configured in the shape of a Christmas tree. Each one represents a distinct handbell, with their paper tags pointed upwards until it’s time to play their note. The silver Kiss at the front is conducting the group of red and green Kisses to the tune of “We Wish You a Merry Christmas.” The cherry on top? One red Kiss in the second row— the soloist— wipes its “brow” and lets out a sigh of relief following the end of the song. On the bottom of our screens, the words “Happy Holidays from Hershey’s Kisses” slide across to close out the bit.
When the creators first sat down to create a new holiday advertisement, they knew they wanted something whimsical. They developed “Christmas Bells,” featuring stop-motion animation techniques to personify the iconic chocolates. Its simplicity is unmatched, though it took a significant amount of work to create just the 15 seconds that would be shared around the globe.
This commercial is an expert lesson in brand awareness. The creators could have developed a commercial with a more sales-y tone, pushing people to buy Hershey’s Kisses during the holidays. Instead, they created something memorable that connects with viewers year after year. It stands out from the flood of new commercials that debut each season, remaining mostly unchanged even 35 years later. The message at the bottom, “Happy Holidays from Hershey’s Kisses” shows the viewers that the brand cares about them, rather than pushing them to buy their product.
This commercial is so iconic, in fact, when Hershey tried to change it in 2020, they faced backlash from consumers. In the “updated” version, a young girl picks up a Hershey’s Kiss in the middle of the song and uses it when she’s baking with her dad. Viewers argued it didn’t have the same impact and that the tradition of the advertisement shouldn’t be messed with.
So, what’s the strategy?
Brand cohesion
The colors, fonts, and messaging in the commercial perfectly match the Hershey’s Kiss brand. When you pick up a bag of Hershey’s Kisses from the grocery store, you’ll see the same products featured in the commercial.
Believing in the power of the product
Hershey knows the value of its brand. It doesn’t need to bring out all the bells and whistles (pun intended) in order to stay top of mind with consumers. Instead, they continue to rely on what their audience already knows and loves about Hershey’s Kisses.
Tugging on heartstrings
We, as consumers, obviously know that these Hershey’s Kisses aren’t people, but the personification of the chocolates sparks a feeling of relatability. The commercial was so well received in its first year that Hershey continued to air it year after year, creating more touchpoints to remind consumers about the product and wake nostalgic memories.
How to make your marketing memorable this holiday season
Although Christmas and Hanukkah are rapidly approaching, you still have some time to spruce up 🎄 your marketing efforts through the remainder of the year. It’s also a great time to start planning your strategy for next year, so you have an entire four quarters to develop, master, and roll out your campaign. Keep these tips in mind to make marketing content that will be unforgettable for years to come.
Be purposeful
Identify your goals going into your campaign. Hershey wanted to strengthen brand awareness by making something whimsical and memorable— what is it that you want to create?
Understand your audience and your intended emotions
What specific audience members are you targeting, and what do you want them to feel when they view your marketing content? Determine what resonates most with your target audience and what emotions will help them connect best with your product or service offerings.
Stay true to your brand
When you buy Hershey’s Kisses this season, you’ll find a bag filled with red, green, and silver-wrapped chocolates. How can you stay true to your branding throughout your marketing content while adding aspects of the holiday spirit?
Incorporate nostalgia
Hershey knew it had something special with this commercial when it debuted in 1989, which is why it still finds its way onto our TV screens today. It pinpointed the warm fuzzy feeling people got from seeing the ad, reminding people of it each time they see it. Identify ways to remind people of the magic of the holiday season they experienced in their younger years.
Add visual appeal
The “Christmas Bells” ad may be simple, but it’s also extremely visually appealing. It uses white space to its advantage, bringing all the focus to the band of Hershey’s Kisses in the middle. The colors scream Christmas but aren’t completely over-the-top. What visual aspects will make your content stand out without overwhelming viewers?
The Hershey’s Kisses “Christmas Bells” commercial is more than just a nostalgic advertisement— it’s a masterclass in evergreen marketing (get it?!). By prioritizing emotional connection over hard selling, the brand created a lasting cultural touchpoint that transcends traditional advertising. As marketers looking to create memorable experiences through campaigns, the key lessons are clear: authenticity, emotional resonance, and a deep understanding of your brand’s unique personality matter far more than aggressive sales tactics. The story told in just 15 seconds has the power to connect with people’s cherished memories surrounding the holiday season.