Hershey Adds Droga5 to Its Creative Roster Without a Review

Agency will handle Almond Joy, Mounds, Twizzlers and others

The brands had been with CP+B. Hershey
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Hershey has moved creative responsibility for several of its most prominent candy brands to Droga5.

“Droga5 has joined Hershey’s roster of creative agencies,” a company spokesperson said. “Droga5 is highly innovative and has consistently demonstrated their ability to develop breakthrough creative over the past decade. We are eager for them to develop revolutionary work for our iconic brands.”

According to parties close to the matter, the agency will handle work promoting Almond Joy, Mounds, Twizzlers, York and Ice Breakers. Most of these lines had previously been with Crispin Porter + Bogusky, which will no longer be working with Hershey.

The brands also are among a group of products chosen earlier this year as part of an attempt to spur sales growth by investing in iconic candies.

Sources told Adweek the move occurred without a formal review.

“We appreciate the hard work and creativity that CP+B has brought Hershey and our brands over the past two years,” the spokesperson said. “We wish them best of luck and continued successes in their work.”

A Droga5 representative declined to comment.

“We can only confirm that we are available to throw down on new candy and snack business,” said CP+B co-founder and chief creative engineer Alex Bogusky.

In 2017, Hershey moved to consolidate its marketing work with MDC Partners. Since 2015, it had cut DDB, Ogilvy and Havas.

More recently, the company expanded its product portfolio under new CMO Jill Baskin, who joined from Mondelez in late 2017. It acquired Pirate Brands, maker of the popular Pirate’s Booty snack line, earlier this month, with CEO Michele Buck indicating she would be interested in other savory acquisitions to complement the sort of classic candies now with Droga5.

The agency previously worked with Baskin while she was vp of global brand strategy overseeing Honey Maid, among many other snack food lines. Droga5 made a series of ads titled “This Is Wholesome” to promote the crackers.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.