Second to maybe ice cream, the s’more remains one of America’s favorite summertime sweets. So it makes sense that this three-ingredient dessert sandwich would be central to major product advertising throughout the season. There were two spots that caught my attention recently, each for a different component of the s’more: Hershey’s Chocolate, and Honey Maid Grahams.
In both ads the s’more was made exactly the same: graham cracker, chocolate, marshmallow, then graham cracker, all squished together to make a beautiful-gooey stack-of-flavors-that-will-inevitably-make-your-fingers-stick-together-and-your-soul-smile.
But what I found interesting was the difference in product placement and emphasis on that brand. Clearly, the Hershey’s commercial s’more was all about the chocolate. We pause on the perfectly embossed chocolate bar for a one-Mississippi, give it a squish, and then cut to a tray that has way more Hershey’s chocolate than any American family should ever consume. With each bite the chocolate is so large, the grahams and ‘mallows are dwarfed in comparison. (However, overall a gorgeous spot.)
The Honey-Maid spot showcases the grahams in a way that makes them look like giant planks of plywood being craned in to construct the floor of a building. You see a blur of white and dark brown between the boards for a mere moment, and then you’re out. (Again, overall a beautiful spot with a fantastic message.)
So you are probably thinking: thanks for pointing this out captain obvious! Of course each brand would make their product the hero of the spot. Of course there would be enough chocolate to feed a small army and graham crackers the size of your head. It makes complete sense.
My question is, WHERE IS THE MARSHMALLOW COMMERCIAL? Where is the spot that gives the most important ingredient of the s’more the :30 seconds of fame it deserves? It’s what makes it all stick together. The marshmallow is the BEST part!
So it’s your move Campfire Marshmallows. Be the glue that brings American families together over a fire at night. You invented the extrusion process… you have a history that’s rich with sugar and egg whites. Make your marshmallow a gorgeous pillow of white that has everyone asking for s’more! Shout it from the rooftops and broadcast it all over the nation. Be America’s marshmallow! (And make sure you call us to help you do it!)