Agency: Soulsight
Client: The Hershey Company
Project Type: Subline Strategy
Contribution: Competitive Audit & Analysis
Business Objective
Soulsight approach Beck Branding at the start of 2025 to provide support on a fast-moving project for Hershey’s revolving around the brand expanding into various filled chocolate bar offerings and needing to establish a portfolio strategy around potential sublines.
Specifically, Soulsight required a more internationally-focused competitive audit to pair with their ongoing U.S.-based to ensure a more expansive and holistic analysis to inform their final recommendation.
Strategic approach
We began by visiting three of the largest Dutch grocery chains to assess the overarching category landscape and zero-in on brands to dig into further.
We then combined our in-store observations with online research to create a snapshot of each brand’s portfolio strategy, analyzing each brand through Soulsight’s proprietary brand evaluation tool, and distilling our findings into three overarching themes to inform Soulsight’s design exploration.
