Halloween is regularly one of the busiest times of year for candy, as brands want to be top-of-mind for shoppers loading up before trick-or-treating. But every candy product has its own approach to TV advertising around this time of year, as the last couple months have shown.
Since Sept. 1, candy & gum brands have seen 20.19 billion TV ad impressions, which is down 8.2% vs. the same period in 2021. Among the reasons for the shift: Some adjustments from No. 1 brand (by TV ad impressions) the Hershey Company.
With Hershey decreasing TV ad impressions by about 31% year-over-year. So even as Mars, Inc. (up 40%), Ferrero SpA (up 8%) and Lindt & Sprüngli (up 52%) all climbed year-over-year, it wasn’t enough to make up the entire difference for the industry.
Hershey’s Combines Efforts
Part of the difference for Hershey was a consolidated approach around some of its biggest brands. The Hershey Company was its top “brand” this fall with 29% of TV ad impressions, versus 4% last year – all coming from combined spots for its products. This year, Hershey launched a new ad for Reese’s and KitKat, with encouragement for consumers to “choose both.” iSpot’s Creative Assessment Survey showed that respondents found the ad 13% more likeable than the norm for candy & snack ads in the last 90 days, and it garnered 10% more attention.
Hershey also reduced broadcast TV ad impressions by 46% year-over-year. Though total cable impressions also declined, the move meant the brand put a greater emphasis on cable programming vs. last fall. The brand also put a greater emphasis on Paramount Network, MTV and CMTV year-over-year, while reducing share of TV ad impressions on TVLand and Hallmark.
Mars Boosts Twix
For Mars, the increase was in large part due to a greater emphasis on Twix TV ad impressions year-over-year. Twix impressions increased nearly 7.5x year-over-year, without really borrowing against Mars’ other brands. The top four networks for Twix TV ad impressions were all broadcast networks, followed by Bravo and ESPN. And nearly 24% of Twix impressions were in primetime. As has been the case for a decade now, the brand’s new fall ad campaigns once again focuses on the left vs. right Twix debate.
Another company staple M&Ms were also featured heavily this fall, accounting for nearly 25% of Mars’ TV ad impressions (most of any brand). M&Ms had nearly double the ad airings year-over-year, though the spots it used were primarily from previous years. “Halloween: Ghosted” (from 2018) accounted for almost 52% of impressions, and with good reason – the spot remains a hit with audiences.
iSpot Creative Assessment Survey data shows the creative was 12% more likeable than the norm for candy & snack ads in the last 90 days, getting 7% more attention.
Lindt’s Delicious Ads
Though not typically associated with trick-or-treating, Lindt still made a splash on TV this fall. Since Sept. 1, Lindt is the No. 4 most-seen candy brand by TV ad impressions, with 104% more impressions year-over-year. The increase is part of a larger emphasis on TV overall this year for Lindt too, which has 67% more TV ad impressions dating back to January.
Lindt’s fall TV ads have also included a mix of what’s worked well in the past and new creatives. Over 70% of its ad impressions since Sept. 1 were from ads pre-dating 2022. But its primary 2022 ad has also fared well. Creative Assessment Survey data reveals “Beyond Words” is 4% more likeable than the norm for candy & snack ads in the last 90 days, with 3% more attention.