Hershey Helps Pokemon Celebrate 30 Years
The Hershey Co. and Pokemon creators have teamed up in the past to grab consumers’ attention for the iconic brands. Now the candy company’s Hershey's Kisses are offering a special-edition collection to create engagement for and celebrate Pokemon’s 30th anniversary — while reaching a global fanbase that spans generations.
The launch introduces the antagonists in the Pokemon world (Team Rocket) along with Hershey's Kisses foil designs and an interactive digital experience.
For a limited-time, Hershey's Kisses chocolates are featuring 151 collectible Poke Ball foil designs, including 10 Team Rocket foils.
The collection introduces a narrative-driven experience, where Team Rocket is on a mission to steal every Hershey's Kisses foil design. Earlier this month, Team Rocket temporarily "took over" Hershey's Instagram, posting in-character content about their attempts to steal the Hershey's Kisses.
Beginning May 12, Pokemon fans and families could scan a QR code on each pack that would take them to the digital collection hub where they can track their collection, follow the story and enter for a chance to win the Hershey's Kisses x Pokemon grand prize and other exclusive collectibles.
"Pokemon brings people together in ways few brands can — and that same joy of discovery lives in Hershey's chocolate," Carly Andrews, Hershey’s associate brand manager, said in a media release.
Fans can follow along as the story unfolds across social media, centered on the challenge of collecting all 151 Hershey's Kisses chocolates before Team Rocket does.
Available in 9-ounce share packs and 28-ounce party bags at participating retailers nationwide, each of the Hershey's Kisses chocolates collected becomes part of the shared experience rooted in fandom, play and discovery.
In other activity this summer, Hershey Co.’s Pirate's Booty brand is celebrating Pokemon’s anniversary with Pikachu-shaped puffs. The product will be available nationwide in eight-count cartons and 17-ounce club bags. Three special pack designs will feature a different "Who's That Pokemon" challenge and access to downloadable activities for the whole family.
The brand’s website will also offer activities to promote consumer engagement.
