To be all things to all people is to ultimately be generic. And to be ultimately generic is the essence of risk aversion. In this episode, Ola and Mathieu of Hershey Canada delve into brand authenticity and the integrated approach behind recent campaigns like the Reester Egg and the Oh Henry 4:25 bar. Tune in as the pair discuss risk aversion, marketing to millennials and generation z and building consumer relationships.
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