Learning from S'mores


Published on: July 2013

Written by: Rick Cheatham, Lou Schachter

Summer is a slow time for candy sales. Looking for a way to pump up purchasing, Hershey’s studied how consumers use chocolate during the warm summer months. Their work led them to the popularity of s’mores, that unmistakable combination of marshmallows, chocolate, and graham crackers. Teaming up with Kraft, the two companies created summertime in-store displays that grouped the products together. The result: sales increased by 10 to 15 percent for the summer season, and that time of year is now bigger than Valentine’s Day for Hershey’s.

What is striking about the s’mores promotion, and what lessons does it hold for general B2B selling?

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