The brief: Hershey’s is seeking to establish a social media presence under one platform “Hershey’s Arabia” that will combine all Hershey’s products in order to engage with the community in the UAE and KSA and increase its brand consideration.

The target: For a Middle Eastern woman, her loved ones are her biggest priority and every chance she gets to express her love and show how much she cares, she’ll chase it and make the best out of it.

The brand promise: The delicious way to show you care
The brand expression: Express your love
The communication approach: There are million ways to SHOW YOU CARE
and then there’s the DELICIOUS way