Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.

Why it matters

Occasion marketing is essential in certain industries, as Easter, Halloween and Christmas drive consumer purchases. As COVID-19 upends these annual events, brands need to adapt in line with new consumer realities.

Takeaways

  • Activation strategies may need to begin before they are usually introduced in recognition of new buying habits, not least the importance of e-commerce.