While it’s often said that inner qualities matter most, that may not always hold true. Hershey’s recent update to its Take5 bar demonstrates that sometimes consumers require a bit of assistance in identifying the appealing aspects of a product. Emphasizing transparency in labeling, the refreshed Take5 design prominently features Reese’s peanut butter, a key ingredient in the beloved peanut butter cups that consumer studies reveal are the second most popular candy in the United States. Despite Take5 being a personal favorite of Hershey CEO Michele Buck, CNN Business reported that only 3% of American households purchased the candy last year. In contrast, Reese’s Senior Brand Manager Jack Wilder noted that 62% of U.S. households bought a Reese’s Peanut Butter Cup in 2018, suggesting that showcasing the well-known brand could propel Take5 toward a significant breakthrough.
This marks the second redesign of the Take5 wrapper in three years. Back in 2016, the brand collaborated with millennial marketing students to create a new look featuring a black and green background with the five ingredients displayed prominently. Gaining traction in the mainstream market has proven challenging for this candy bar, which the company once dubbed “the greatest candy bar you’ve never heard of” during an unsuccessful campaign in 2016 aimed at elevating its visibility. Contributing factors include the gradual shift toward online shopping. As consumers increasingly opt for e-commerce, major food companies have faced difficulties adapting to these platforms. According to NOSH, a quarter of shoppers have reduced their candy and snack purchases, as they can now bypass checkout lines.
Take5 is not the only Hershey product undergoing a refresh. As the Pennsylvania-based company seeks to entice customers to indulge in more sweets, it is also expanding its portfolio with new versions of beloved classics. The Reese’s brand has been diversifying its offerings, introducing variations such as Peanut Butter Appreciation bars adorned with motivational messages, Reese’s Thins—40% thinner than the traditional cups available in milk and dark chocolate, Reese’s Chocolate and Peanut Butter Lover’s Cups, which feature either more peanut butter or more chocolate, and Reese’s Pieces Peanut Butter Cups.
Other Hershey candies have also received updates. Last month, the company redesigned its iconic chocolate bar by incorporating emojis on individual squares, aiming to spark conversation and encourage consumers to buy multiple bars to collect all the emojis. This limited-edition design includes 25 emojis, with only 12 appearing on any single bar.
It seems that Hershey is recognizing the impact that premium packaging can have on sales and is attempting to replicate that success with the Take5 bar. After all, the Take5 recently topped the Los Angeles Times’ candy bar power rankings, being touted as the solution to “crack the candy bar code,” despite having one of the least appealing wrappers. Packaging is crucial; for instance, Ferrero’s “Nutella Unica” campaign—translated as “Unique Nutella”—was a major success in 2017, featuring a limited-run of 7 million Nutella jars that quickly sold out within a month. Coca-Cola also experienced significant success with its ongoing “Share a Coke” campaign, which started in 2014 and resulted in over 19% sales growth for 20-ounce bottles in its first year, marking the largest increase seen for that size.
If Hershey can effectively combine this new packaging with a strong marketing strategy, there’s a possibility that Take5 could truly take off. As they aim to celebrate the chewable calcium-rich experience that their candy offers, the potential for success seems promising.