Product Redesign

Product: Symphony chocolate bar by Hersheys

Target group: Mature customers, middle and upper-class, more specifically Generation X
and Baby Boomers in China.
History: The Symphony Bar was the first departure from Hersheys original recipe.
It came out late September of 1989.
The name Symphony was chosen because it is Creamy milk chocolate that is music to your mouth.
It was found to be the most preferred of nine products test-marketed by Hersheys in China, according
to the book Chocolate fortunes: the battle for the hearts, minds, and wallets of Chinas Consumers
by Lawrence L. Allen, page 115.
According to http://www.thetoptens.com/candy-bars/, the Symphony bar came in at #55. Twix,
Snickers and Kit Kat took the top 3. With plenty of candy bars in-between, there is certainly room for
improvement in sales.
Marketing: While the current packaging has a nice look and a lovely font. It doesnt show up on the shelf when
compared to its competitors. The packaging for Twix has a nice feel as well and really pops because of the gold
and red. The fact that the Chinese people prefer the Symphonys taste means that there is a great potential for
increased sales. A cosmopolitan feel, with reference to abundance using engaging colors will be the base of the
packaging and advertising campaign.
As shown in a survey by China Internet Network Information Center (CNNIC), 85% of the interviewees
choose Internet as their choice for information, following with TV 66.1%, then newspaper 61.1%.
With this in mind a website in Mandarin will be created as the advertising vehicle for the Symphony Bar.

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Bright Red
hex: #BE263B
rgb: 190.38.59
cmyk: 17.99.82.7
pantone: 187c

Silver
hex: #E5E4E2
rgb: 229.228.226
cmyk: 9.7.8.0
pantone: 427c

Aqua
hex: #06C6DE
rgb: 6.198.222
cmyk: 69.0.13.0
pantone: 311c

Fonts: Marketing

Minion Pro Semi-bold

Gill Sans light for body copy

Gill Sans regular for emphasis
Gill Sans Bold for extra emphasis
All Gill Sans fonts will not exceed 12 points.
Fonts: Packaging

Chopin Script

Logos and taglines will use the decorative font - Blessed Day
Gill Sans light for nutritional facts and ingredients etc.
Gill Sans regular where emphasis is needed.

Gold
hex: #DAC27C
rgb: 218.194.124
cmyk: 15.20.64.0
pantone: 467c

Chocolate
hex: #4E2E28
rgb: 78.46.40
cmyk: 47.72.72.58
pantone: 4625c

Logo
Symphony
R

Symphony
R

Logo
I plan on putting a violin directly under or behind the Symphony logo.
Therefore, I intentionally changed to a font that does not have
a sweeping y underneath the name.
I was looking for something elegant and musical.
Size recommendations: The original logo is rather large, taking up
approximately 2/3 of the page. And I found that I liked the flow
and the silky look of the font when it was really large., so I kept the size.
Placement recommendations: The logo should be placed slightly off center.

Symphony

Dist. by The Hershey Company

Hershey, PA 17003-0815. U.S.A.
THE HERSHEY COMPANY
Questions or Comments?
www.askhershey.com or 800-468-1714
visit us at www.hersheys.com

31k09121
88 02 2015

0 34000 040301

Symphony creamy milk chocolate

Flat Package

Symphony
Symphony creamy milk chocolate

Symphony