The Hershey Company relaunches the TAKE5 brand with help of millennials
The TAKE5 brand has developed a cult-like following that's driven the bar's 10% growth over the last three years even without any marketing support. Now, The Hershey Company is relaunching the TAKE5 Bar with the help and ideas of millennials.
What's the secret to the TAKE5 Bar? It's the layered combination of five classic ingredients – pretzel, caramel, peanut butter and peanuts, all enrobed in rich milk chocolate – that create the perfect salty-sweet, chewy-crunchy remixed snack. The bar is tailor-made for the new generation.
"We recognized the evolving millennial tastes and their need for on-the-go eating occasions," says Chris Kinnard, TAKE5 brand manager. "They're flavor explorers and adventurous when it comes to food. They're looking for an experience, and the TAKE5 Bar's multiple flavors and textures allow them to have it all."
Knowing millennials covet authenticity and co-creation, Hershey and the TAKE5 brand partnered with them to help relaunch the bar. Marketing students, and months of engagement with a special panel made exclusively of diverse millennial-aged students, helped spark the big idea behind the new TAKE5 brand look and feel. The new wrapper, hitting shelves and online now, includes a textured black background with a bold, green logo co-designed by the group. With each of the five key ingredients distinctly deconstructed on the wrapper, the new package has the taste-appeal and transparency this group of consumers seek out in the candy aisle.
"It's important to millennials that they recognize what's in the bar," says Kinnard. "In addition to the unique co-creation, the wrapper highlights all five ingredients in every bite."
The new wrapper and identity is just the beginning, The TAKE5 brand is gearing up for an exciting 2016 by connecting with loyalists and new fans through live engagements, social campaigns, and brand ambassadors.
The new TAKE5 bar can be found at retailers nationwide and consumers can join the conversation online using #myTAKE5 on Instagram, Twitter, Facebook and Tumblr.