Also available is the box of thirty six individual

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Also available is the box of thirty-six individual Cookies ‘N’ Crème bars at warehouses such as Sam’s Club. The Hershey’s Cookies ‘n’ Crème bar packaging strays from the traditional packaging of the original Hershey’s chocolate bar. The original Hershey’s Milk Chocolate bar has a base coating of brown coloring, while the big bolded “HERSHEY” lettering is in silver. Underneath those bolded letters are smaller (yet still bold) “Milk Chocolate” lettering in white. However, for the Hershey’s Cookies ‘N’ Crème bar, the base coating of the package is an off-white, or cream color. The lettering for the “HERSHEY’S” logo is similar to that of the original Hershey’s bar; only the size of the font is smaller. Then, the Cookies ‘N’ Crème underneath is outlined in silver and blue with a white lettering. The font of the “Cookies ‘n’ Crème lettering underneath the Hershey’s name differs from the original milk chocolate bar as well. It has a font that is different from the block lettering that is on the original Hershey’s bar. This draws your attention right off of the bat because it’s noticeably different from the original. The Hershey’s Company uses persuasive labeling when creating the logo of the Cookies ‘N’ Crème bar. Everything about the outer appearance of this chocolate bar has to do with the logo, and not necessarily consumer information. This chocolate bar is a part of the brand name of Hershey’s because although the look and taste are different, the “HERSHEY’S” logo on the package creates a familiarity with
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those already loyal to the products created by the Hershey’s Company. Also tied to the Cookies ‘n’ Crème bar is the manufacturer’s brand. A chocolate bar such as this wouldn’t have much trouble selling because the brand that it is attached to has high brand equity. The Hershey’s Company “has high awareness, perceived quality, and brand loyalty among customers” (MKTG, 162). The value of this is that, even if a product like this is put out on the market being new, customers won’t be as hesitant to buy it because Hershey’s is well known and trusted for making chocolate that customers love. With its reasonable price, customers won’t be hesitant when purchasing the cookies ‘n’ crème bar. Customers know what they are getting when they buy a Hershey’s product, so they will more than likely be satisfied with their decision. Hershey’s has always been a company to target people who love chocolate. However, it would only gain the attention of those who like milk chocolate and dark chocolate. This limitation left out those who prefer another type of chocolate to the ones already available. In implementing white chocolate as a product now available, they were able to draw another market of people in and may have also taken consumers away from some of their other products as well: the consumers who prefer a sweeter chocolate.
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