Earlier this year, Hershey decided to relaunch its Take5 bar in an effort to generate some buzz around what the company has dubbed “the greatest candy bar you’ve never heard of.”
While Take5 has developed a “cult-like following that’s driven the bar’s 10 percent growth over the last three years even without any marketing support,” according to Hershey, the brand recently partnered with marketing students to create new packaging in the hopes of making the 5-ingredient candy bar more appealing to millennials.
Aside from the updated packaging, which features bold green and black lettering alongside the bar’s sweet and salty ingredients, Take5 is also spreading the word about the revamped candy bar with on-the-ground marketing stunts across the country. Recently, the brand partnered with Uber in Nashville, Seattle and Denver to give riders in those cities a “remixed” riding experience: instead of being picked up in usual cars like a Civic or Prius, riders were greeted in vehicles including a Lamborghini, Porsche convertible, Volkswagen bus, and even a motorcycle with a sidecar.
To catch a ride in one of these cars, riders could select ‘Take5 Uber Remix’ on the app and enter a promo code. According to Kansas City-based Barkley, the agency behind the stunt, Take5 received more than 2,000 ride requests and gave out a total of 388 rides.
“The marriage of a truly, unique remixed ride plus the ultimate remixed bar was a natural fit for Take5 and also one that we hope our fans will never forget. We aimed to provide a once in a lifetime surprise and delight,” said Chris Kinnard, brand manager at Hershey.
Katy Hornaday, vice president-creative director at Barkley, said that the agency spent months looking for vehicles that would surprise riders.
“We wanted a mix of high-end, once-in-a-lifetime cars with just plain weird rides.We wanted to remix an experience that's become commonplace for most consumers,” she said.
The Uber stunt was part of Take5’s ongoing effort to provide consumers with “remixed” experiences. For example, at SXSW earlier this year, the brand “remixed” swag by giving attendees the chance to trade in their cheap conference giveaways like t-shirts for more exciting items, such as flasks, gift cards and a Bose speaker system.
Check out some of the cars from the Uber Remix below: