Ben Gilbert: commitment

Transcript context

…Totally was. Hershey’s would then later, as a part of the Reese’s franchise, try to do Reese’s pieces. Actually, there’s a fun story around that that we will talk about a little bit later. Here in 1954 land, there’s just a lot of fun dialing in the happenings of all the marketing. The peanut M&M's launched, but first only in tan. They then realized, what are we doing that we need to change this? In 1960, they added yellow, red, and green. Right around the same time in 1955, TV started becoming a real factor in Americans homes, and it was just perfect timing. It was a match made in heaven for these candy companies to utilize and create demand for their products after the war. If you wanted a brief moment of emotion for your brand with a quick tagline, a TV commercial is just custom made for that. Deborah Cadbury puts it really well. She says, "One great TV campaign could shift decades of customer loyalty in a matter of weeks." Especially in a new category like candy-coated chocolates.…

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