Dive Brief:

• Hershey's knows how to tug on consumers' heartstrings, and is the most effective consumer packaged goods advertiser on television, according to a new study from System1 provided to Marketing Dive. The company reviewed CPG ads released this year using its technology, which weighs consumers' emotional responses to ads to predict short- and long-term growth potential.
• The research revealed that among the top 10 ads, 80% featured themes of community or sharing, versus personal consumption. The winning ads include: Hormel's "Good Connection," Pedigree's "Simply The Best," and Dole's "Generation Snack," all of which feature families sharing featured products. Overall, 42.8% of reviewed CPG ads show no potential to drive growth.
• Hershey's had three ads on the Top 10 list including "Heartwarming," which is a series of ads depicting people sharing a Hershey's bar, including one that features an elderly man buying candy to share with children in his community.

Dive Insight:

By focusing on community in their ads, CPG marketers are trying to appeal to consumers who want to share with others rather than feed their own desires to consume. This comes as CPG brands — which often focus on indulgences — have had to change how they package sweet treats, explained Jocelyn Simon, head of ad ratings USA at System1, in the press release.

"As consumers demand healthier goods, indulgence becomes more problematic," Simon said. "What we're seeing more this year are ads that focus on the pleasure treats bring to others, not to ourselves."

Hershey's reported in May that net sales rose 3.2% to $1,807 million. The increase in sales corresponds with marketing that appears to be resonating with consumers. The confectioner recently announced plans for special-edition emoji bars, with 25 different emoji across 6 packages. The limited-run products are being positioned as desserts to share with friends, and are designed to trigger conversations. The company revealed research that suggested that 87% of kids think emoji sweets are good for sharing.

The majority of CPG companies are investing in their direct-to-consumer strategies, with one recent report from Salesforce revealing that a whopping 99% are putting money into this tactic. As these brands look to build direct relationships with consumers, it will be imperative that they have effective TV ads to get their message in front of a wide audience and drive these consumers to their websites. The System1 report highlights some of the brands with the potential to connect with consumers while stating that many of these marketers are failing to create ads with an emotional punch.