HERSHEY DOESN'T JUST SELL CHOCOLATE, THEY SELL HAPPINESS

Summary from the TLDR Founders newsletter

Hershey has mastered the art of selling more than just chocolate - they sell happiness in every bite. By leveraging buyer psychology principles like the affect heuristic, linking their products with positive emotions, they've built a beloved brand. Seasonal scarcity and nostalgia-inducing storytelling further drive consumer desire. Hershey proves that offering discounts isn't the only way to generate demand; focusing on the intangible benefits and emotional connections can be even more powerful.