Hershey Updates Classic ‘Holiday Bells’ Ad for a Digital Era
As the holiday season approaches, brands are dusting off familiar marketing assets to reignite nostalgia and consumer engagement. For The Hershey Company, this means reimagining its beloved 1989 “Holiday Bells” commercial in a way that connects with modern audiences while retaining its classic charm.
The original 15-second spot, featuring stop-motion animated Hershey’s Kisses playing “We Wish You a Merry Christmas,” has become synonymous with the holiday season. Directed by Carl Willat and conceived by former brand manager John Dunn, the ad has aired every year since its debut, making it Hershey’s longest-running commercial.
“We saw an opportunity to bring back what I would argue is the commercial that signals it’s the holiday season, right up there with Coca-Cola,” said Vinny Rinaldi, Hershey’s Vice President of Consumer Connections. “But unlike others, we haven’t jumped into AI-generated assets just yet.”
Bringing the Holiday Bells to Life
This year, Hershey is going beyond traditional ad placements by creating an immersive, interactive experience. At the heart of this initiative is a musical LED-powered mat in New York City’s Rockefeller Center. The mat allows visitors to recreate the iconic “Holiday Bells” performance with their feet, blending nostalgia with fun in-person engagement.
“It’s like the oversized keyboard from the movie ‘Big’ meets Dance Dance Revolution,” Rinaldi explained. “It’s a chance for people to engage, make memories, and share their own versions of the ad on social media.”
The activation, which ran through December 7 during one of the busiest weekends at the plaza, serves as the centerpiece of a broader multi-channel campaign. This includes digital content, social media activations, influencer collaborations, and more.
Expanding Across Platforms
Hershey’s strategy incorporates a wide array of digital touchpoints. Branded effects have been launched on TikTok and Snapchat, while SiriusXM features a home screen integration. Fans of the mobile game Candy Crush can also experience a rewards-based integration tied to the campaign.
Adding a musical twist, country music star Lainey Wilson has teamed up with Hershey to release a themed video, further boosting the campaign’s reach and emotional appeal. “We’ve always talked about how to modernize the bells,” said Rinaldi. “Not everyone is watching TV commercials anymore, so we have to be everywhere our consumers are.”
To amplify the campaign’s visibility, local influencers have been enlisted to share their experiences on social platforms, serving as digital ambassadors of the brand’s holiday spirit.
Shifting from Targeting to Storytelling
This latest initiative marks a broader shift in Hershey’s marketing philosophy—moving away from hyper-targeted digital advertising toward emotionally resonant storytelling and experiential content. Rinaldi emphasized that great ideas and authentic consumer experiences now take precedence over granular targeting.
“We’ve tested different creative iterations over the years,” he said. “Whether it’s people, products, or long-form content, what consistently rises to the top is meaningful engagement through high-quality storytelling.”
By focusing on creating memorable experiences, Hershey aims to appeal to a wide audience—from children stepping on the musical mat in Rockefeller Plaza to families enjoying the ad on digital screens.
Building a Connected Consumer Ecosystem
Rinaldi, who assumed his new role as Vice President of Consumer Connections in October, is charged with overseeing integrated media strategy, creative development, marketing intelligence, and more. His mission is to create a seamless ecosystem where every consumer touchpoint—from advertisements to packaging—is cohesive and resonant.
“The way you show up in a TV ad should align with what consumers see on store shelves,” he said. “There should never be a disconnect in the brand experience.”
To achieve this, Hershey is rethinking its communication strategies across all media. As consumer behaviors evolve—embracing trends like shoppable commerce and dual-screen viewing—the company is ensuring that each brand interaction contributes to a unified narrative.
“It’s a significant shift for us and the industry,” Rinaldi added. “We’re bringing together functions to ensure we think holistically about every consumer touchpoint, whether it’s on a gas station screen, a mobile app, or a digital shelf.”
Looking Ahead
Hershey’s interactive holiday campaign is more than just a seasonal gimmick; it’s a reflection of how the brand is adapting to changing consumer expectations. By blending nostalgia with innovation, Hershey is not only preserving its legacy but also building new traditions for future generations.
“Across our portfolio, we have a robust opportunity over the next year to bring different content experiences to life,” Rinaldi said. “We want people to spend more time with our brands because they’re comforting, authentic, and already a part of so many households.”
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.