David Rosenthal: belief

Transcript context

…They’re somewhat commodity products or could have been either product, and then it was about who could create a better lifetime story over the story of your life about the associations you have with that product. I think the candy industry is much like the luxury industry in that once you have an established product and product brand, it is impossible to kill it. You just can’t. All the fumbles that Hershey had for decades and decades, still, today, what is a chocolate bar in America? It’s a Hershey bar. You just can’t kill it. That’s so true. Let’s flip back to the Mars side of the world. The associations that they have leaned into with the brands that people love, it’s a very Disney-like playbook that M&M’s has run. In fact, they operate a M&M’s store in Disney World or in Disneyland, I can’t remember which one. They associate it with the holidays. They’ve got that commercial where the two M&M’s characters come into the house, Santa’s just come down the chimney, they run into him at the christmas tree. They do exist.…

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