Hershey Hops Ahead at CVS

Hershey Co. firmed up its status as CVS/pharmacy's main seasonal partner by supplying the retailer with a Reese’s “Clusters” exclusive SKU for Easter.The drugstore chain stocked the pecan-and-caramel candy on account-specific shelf trays positioned in the seasonal aisle. The SKU also earned multiple circular features throughout late February, March and April. Additionally, a March 26 co-op FSI invited consumers to “spring into sweet savings,” directing them to a holiday brand shop within cvs.com that touted the exclusive SKU while offering $2 off any two Easter-themed SKUs from Reese’s, Cadbury and Hershey Kisses.Hershey commanded additional secondary merchandising space via dedicated endcaps for Reese’s peanut butter eggs and Cadbury chocolates. Hershey also deployed national multi-brand floorstands equipped with tearpads supplying recipes for Easter sweets incorporating Cadbury and Reese’s SKUs. Encroaching on the retailer’s longstanding partnership with category competitor Mars Inc., Hershey has provided CVS with exclusives for both Christmas and Halloween over the past three years, with similar in-store and digital tactics supporting. The Reese's Clusters SKU is the manufacturer’s first Easter-themed offering at the chain.Mars did join with CVS for a March 8 co-op FSI and maintains an online brand shop within cvs.com, but supporting P-O-P presence was sparse, especially compared to previous years.This year, CVS united its Easter campaign under a lead “Hop Shoppes” tagline that appeared on endcap headers, ceiling signs and price labels. In-line headers with messages such as “sweet surprises” and “egg hunt essentials” adorned the seasonal aisle.Those same messages were employed in circular features offering discounts and ExtraBucks Rewards on confectionery, cards from American Greetings, home decor and assorted toys.Rounding out seasonal activity in stores were:Multiple floorstands and shelf trays from Lindt & Sprungli’s Lindt, Lindor and Ghirardelli.A sidekick stocking seasonal SKUs from Jelly Belly Candy Co.“Bunny Burst” Tic Tacs from Ferrero merchandised on another sidekick.Online, multiple Facebook updates spotlighted wreaths and table settings for the holiday, while another plugged the retailer's Curbside Pickup service as a way to “shop Easter essentials and more.”

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