Case Study: Ice Breakers

Achieving sales lift with a brand equity campaign

Hershey ran an Ice Breakers campaign to test the effectiveness of brand equity campaigns in increasing sales.

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  • +13.7%Sales lift for Ice Breakers Gum
  • +5.9%Sales lift for Ice Breakers Mints


  • Sales lift


  • CPG

The campaign ran in grocery stores across Minnesota, Iowa, Nebraska, South Dakota, Illinois, and Arizona for 3 months.

Study Goal

Hershey’s primary goal with the Ice Breakers campaign was to test the effectiveness of brand equity advertising for a core brand in the gum category.

In addition to their primary goal, they also wanted to understand if “halo” effects occur for different products within the same brand. For the Ice Breakers gum campaign, they wanted to understand its effect on Ice Breakers mint products that weren’t directly advertised.

The results


Sales lift for Ice Breakers Gum


Sales lift for Ice Breakers Mints


A regression analysis was used to determine the estimated sales lift from the ad playing in a set of test stores versus a set of control stores. This regression also controlled for convoluting factors like price, seasonality, and store foot traffic.

Why Grocery TV?

Increasing brand equity through repeat visibility

Brand equity is the value a consumer gives a brand. Brands build it by maximizing visibility, running campaigns to encourage consumer loyalty, and developing a consistent identity across marketing channels.

Equity-focused campaigns often prominently feature the brand, so that consumers have opportunities to be consistently exposed to it.


Grocery TV’s displays are located in highly trafficked areas of the store giving brands consistent visibility over time. Grocery stores are also the highest traffic retail environment with shoppers visiting on average 6.4 times a month.1

1. Statista


In addition to frequency, placement plays a major role in building brand equity. The location of Grocery TV displays in trusted, brand-safe retail environments ensures that a brand’s image will be upheld.

Grocery TV provides brands with the unique ability to reach our shoppers and drive purchase behavior right at the pay point. In an environment where shoppers only have a few moments to decide whether or not to make an incremental purchase, Grocery TV can make a big difference.

Strategist,The Hershey Company

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