Consumers have various associations for brands such as M&Ms and Hersheys, but these associations tend to be consistent. However, Hersheys is stirring these associations up by introducing Kissables, a small bite sized piece of milk chocolate covered in a colored candy coating. Sound too familiar? It is not by accident. This is the first move by Hersheys to attempt to attack the market share of M&Ms head on. Hersheys has plans to expand the brand by introducing a variety of new products in coming years. Many of them could take on M&Ms and other candies with established concepts.

Illustrate an associative network for Hersheys Kissables