Why Hershey’s Launched One of Its Biggest Products With a Digital-First Approach

And used social creative to generate buzz

Hershey's used Live and looping video to launch a new candy bar. Facebook: HERSHEY'S

Hershey’s—a more than 120-year-old brand—is trying to think faster and be more efficient when it comes to advertising.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.