New York — The Hershey Co.’s namesake brand was ranked number one among CPG companies in MBLM’s Brand Intimacy 2020 Study, which measures the emotional bond consumers form with brands. Overall, the CPG industry ranked fifth out of 15 industries in the study, according to the marketing agency.
Hershey’s was the top CPG brand among women and consumers older than 35 years, according to MBLM. In the CPG category, nostalgia was the most prominent archetype, and Hershey’s topped all CPG brands when it came to metric.
“The nostalgic strength of consumer goods brands — the only industry in our study where nostalgia is the dominant archetype — is playing a large role in helping people cope during the COVID-19 crisis. Consumers are taking solace in the foods of their childhood, which are bringing them back to the positive memories of their past. As entertainment binging continues with people at home, snacks are also becoming a part of the experience,” says Mario Natarelli, managing partner at MBLM. “By focusing on the relief they are offering and reliability of these products, we believe that consumer goods brands can continue to build upon the strong emotional connections they have formed in recent months to strengthen their bonds with consumers post-pandemic.”
Across all 15 industries measured, Amazon.com was ranked number one brand followed by Disney, Apple, Ford, Jeep, Netflix, BMW, Chevy, Walmart and Playstation, MBLM reports.