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Project Summary: Challenge: Communicate a back-to-school usage message to moms, with the understanding that the Hershey's Syrup core user skews toward children 5-8. Solution: It was initially difficult to come up with any logical connection between young kids going back to school and their enjoying Hershey's Syrup. However, I soon realized I could move the argument to after school, as a reward for a hard day's work in the classroom. I also created a photorealistic straw and retouched it into the large glass of milk. Concept: Keith Gillespie Copywriter: Keith Gillespie Art Director: Keith Gillespie Agency: QLM Marketing

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