Hershey is displaying ads on TTC streetcars across Toronto to remind Canadians why they should buy its Cookies ‘N’ Creme chocolate bar.

The activation is part of a campaign for the Hershey product, that’s designed to highlight the taste and flavour of the product, directed at Gen Z and Millennials. Hershey Canada marketing manager Rebecca Paddock says highlighting both the crunchy cookies and soft cream of the product, has always been a “highly functional message” that’s rung true for the product and brand.

Paddock tells Media in Canada that the TTC placement allows Hershey to maximize reach among its target audience in different areas of Toronto.

The campaign is also supported by OOH ads on Yongue and Dundas, as well as digital billboards in the city and Quebec. There is also influencer content and ads on connected TV and social media platforms such as Snapchat, TikTok and Meta. UM handles the media buying, Craft handles the influencer side and FCB handles the creative.

Paddock says the product’s positioning is based on research into Cookies ‘N’ Creme shoppers and their hobbies, and explains that the brand has found that most Gen Z and Millennials love to enjoy a sweet chocolate in the afternoon or evening.

“We work closely with our insights partners to integrate quantitative and qualitative research insights into our communications strategy, such as media usage, snacking behaviours, and brand perceptions,” Paddock says.

Paddock adds that there are many categories of treats and similar products that consumers can turn to during that time of day (such as, Mars’ Twix Cookies & Creme and Mondelez’ Dairy Milk Oreo), so the brand wanted to remind its target audience of the sensory experience that its Cookies ‘N’ Creme bar offers.

However, this is not a new approach for the brand. Hershey has been focusing on appealing to Gen Z and Millennial consumers as part of its broader strategy to rekindle interest in Cookies ‘N’ Creme and rejuvenate the brand.

In 2022, it launched a campaign that emphasized self-expression through platforms like TikTok to reach a younger consumer. “The Sweetest Collab Ever” campaign, Cookies ‘N’ Creme’s first creative since 2018, tapped into creative passions, with artists, photographers, videographers, musicians and stylists that highlighted the brand’s tagline “be yourself, express yourself.”