Social marketing, guilt, and the perils of too much chocolate

I'm on a bit of a sweets binge. Here's a picture of how I celebrated my birthday:


This came a day after eating Baskin Robbins mint chocolate chip and rocky road ice cream, because I feel like I'm 8 when I eat it. I have lovely friends who helped bake and eat, and everyone at SRDS HQ appreciates all the leftovers today.

How does this relate to social media, and guilt? I posted pics on Facebook, to be sure, and we Skyped with a friend in California during the party.

But really, I wish I'd heard from Hershey's last week. Apparently they have a Facebook promo and in-person series of tasting events for their Simple Pleasures candy. The campaign invites you to "declare independence from guilt" about eating chocolate,because it will "make women feel relieved and empowered." The campaign is based on recent consumer research that 58% of women feel guitly about eating certain foods, and 20%+ about doing something nice for themselves.

Here's a New York Times article that lists the in-person events. Again, none in Chicago. :(

While the campaign is an interesting twist and I wish I'd professed my freedom from guilt before my recent baked-goods binge, I don't think Hershey's really has social media down yet. I searched Hershey's on Facebook, and didn't find any reference to this initiative, probably because they have so many different Facebook pages and groups. There's the Hershey's company page, and Kisses, and Bliss, and syrup and the park and chocolate world...

I can't engage with that many different pieces of a fractured brand (or maybe I need more chocolate).

How can parent brands with multiple product lines use social media better? And does anyone have anything salty to go with all this chocolate?

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