January 10, 2008

Hershey’s layered cookies in Dallas stores

Pegasus News made a post today regarding the latest in the painfully long line of candy brand extensions - Hershey's layered cookies. As a candy lover and marketing professional, I am sick of the line extensions. I think they are ultimately very lazy marketing on the part of the CPG companies, and will ultimately erode their brands, which will leave them in a real pickle. There are three kinds of these cookies: Hershey's layered cookie = white cream; Reese's layered cookie = peanut butter; Heath layered cookie = toffee. These excepts from the article say it best:

While edible, these are, in the end, just second-rate Oreos. Except that they're very small; the actual cookie square isn't much bigger than a Triscuit.
They're almost identical to a cookie line that Hershey's introduced in 2005, except that those were coated in chocolate. These are not.

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