Hershey Releases Ice Breakers #MintBeforeYouMask Campaign

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Hershey, PA — The Hershey Co. is launching a light-hearted Ice Breakers ad campaign, dubbed #MintBeforeYouMask, to thank the public for wearing protective masks and remind them of unintended consequences of bad breath.

The candymaker discovered healthcare and other front-line workers were struggling with mask breath, which is caused by wearing the protective gear for extended periods, after an employee shared a note from his fiancé explaining the problem, Hershey tells Candy & Snack TODAY.

With the insight into a developing issue for consumers, the candymakers’ internal agency, C-Sweet, saw the opportunity to communicate the brand’s message and highlight new usage occasions, according to Hershey. A little more than two weeks later, the candymaker developed the campaign’s creative assets and began running it on linear and connected TV, digital and social media.

Hershey hopes the ad campaign for Ice Breakers, its leading mint brand, can help verse softness in the mint market, which has tumbled 40 percent to 50 percent during the COVID-19 pandemic, the candymaker reports.