Pop. Crunch. Repeat.
Product
The Bar
Data
Market Research
21 respondents. Ages 12–18. Every SPARK decision came from real data.
0%
Q1 / Product
Want classic milk chocolate with a fun twist like popping candy or crunch.
0%
Q2 / Format
Prefer one large shareable bar over minis or mix packs.
0%
Q3 / Price
Would spend $2–$3 on a bar that feels premium and new.
0%
Q4 / Place
Buy snacks at convenience stores. Every single respondent.
0%
Q5 / Promotion
Would try a new bar because a friend recommended it.
0%
Q6 / Branding
Want clean, premium, minimal packaging. Not bold or cartoonish.
0%
Q7 / Purchase Trigger
Said packaging looking different from everything else would make them pick it up.
Positioning
Positioning
01 / Product
The Bar Itself
Milk chocolate with popping candy and crispy rice crunch. Large shareable format. White-to-magenta packaging with bold SPARK wordmark.
02 / Price
$2.49
Above the standard bar to signal quality. Below the premium ceiling to stay accessible. 57% said $2–$3 is exactly what they'd pay.
03 / Place
Convenience Stores
100% of respondents buy snacks at convenience stores. SPARK lives at the checkout counter, plus MetLife Giants activation on Giants game days.
04 / Promotion
Word of Mouth + Social
52% discover through friends. 29% through TikTok and Instagram. SPARK partners with micro-influencers and lets the popping candy do the talking.
Partnerships
Sponsorships
Official Partner / New York Giants / 2026
Helmet
On The Field
SPARK on every Giants helmet. 80,000+ fans per game, millions at home.
Jersey
Chest Patch
Every player wears SPARK. Youth see the brand on their heroes every game day.
In-Stadium
Concessions
SPARK sold at MetLife Stadium. $2.49 and you're part of game day.
Digital
Social Activation
Giants players post reaction videos on TikTok and Instagram. Word-of-mouth at scale.
Promotion
Social Strategy
♥ 847K
847K
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Save
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@sparkbyhersheys+ Followwait for the pop... 🎉 this chocolate bar is INSANE
♫ Original sound / SPARK by Hershey's
Simulated TikTok Post
52%
Word of Mouth
Of surveyed youth said a friend recommending it would make them try it.
29%
Social Media
Said a viral TikTok or Instagram post would make them buy. Combined that's 80%+ peer-driven.
∞
The Strategy
Partner with micro-influencers with SPARK. The popping candy is built for reaction videos. One viral moment = millions of impressions.
2027 Forecast
Year 1 Predictions
Based on market data, youth trends, and Hershey's distribution power / here's where SPARK will be in 12 months.
$42M
Year 1 Revenue
At $2.49 per bar with national placement in 38,000+ convenience stores, SPARK is projected to move 17 million units in its first year, capturing impulse buys at checkout counters across the country.
Based on avg. convenience snack velocity × store count
3%
Market Share Target
The US chocolate bar market is a $1.4B category. SPARK targets 3% share by Q4 2027 by owning the convenience store checkout position for youth ages 12-18, a segment currently underserved by existing brands.
US chocolate market data / NCA 2025 / Hershey Annual Report 2024
47M
Social Impressions
With 3 Giants players posting and 50 micro-influencer partnerships in Q1, SPARK is projected to reach 47 million impressions on TikTok and Instagram in year one.
Based on avg. creator reach × influencer partnership strategy
78%
Brand awareness target among 12–18 year olds in Northeast by end of 2027
3.1×
Expected return on marketing spend vs. traditional TV ad campaigns
Sources & Methodology
Primary survey data: 21 respondents ages 12–18, conducted April 2026 •
National Confectioners Association (NCA), State of Treating Report 2025 •
Hershey Company Annual Report 2024 •
Nielsen IQ Convenience Store Snack Velocity Data 2024 •
TikTok for Business Creator Marketplace avg. CPM & reach benchmarks 2025 •
NFL sponsorship activation benchmarks, Sports Business Journal 2024
GET
SPARKED
SPARKED
At convenience stores near you / 2026
$2.49
SPARK by Hershey's / Pop. Crunch. Repeat. / © 2026