Nestlé vs The Hershey Company

YouTube Festival 2026: Brands See 90% More ROI Than TV

At the YouTube Festival 2026 in Berlin, Google executives and brand marketers highlighted YouTube's growing importance in media planning. Philipp Justus, Google's VP Central Europe, emphasized YouTube's cultural influence, while Marianne Stroehmann presented data showing 90% more ROI compared to TV. Case studies from E.ON and Nestlé demonstrated successful creator collaborations and the effectiveness of YouTube in driving brand consideration and conversions. Bayer's media planning with Display & Video 360 increased reach from 45% to 67%. The event underscored a paradigm shift from traditional TV advertising to creator-driven, culturally embedded content on YouTube.

• Google's YouTube Festival 2026 took place in Berlin on September 17, 2026.
• YouTube reportedly delivers 90% more ROI than TV according to Google.
• E.ON's reality series 'House of Power' increased brand consideration by 2 percentage points.

KitKat at Gamescom: Fan Value Must Be Immediately Clear

Nestlé's KitKat brand returned to Gamescom in Cologne in 2026. In an interview published by Lebensmittelzeitung on August 26, 2026, Global KitKat Lead Rouven Lochmüller discusses the brand's presence at the event, sharing observations about the gaming audience and the company's activation strategy. Lochmüller emphasizes that any value offered to fans at the event must be immediately understandable. The piece frames Gamescom as a strategic touchpoint for KitKat to engage younger consumers through experiential marketing.

• Nestlé's KitKat brand participated at Gamescom in Cologne in 2026.
• Rouven Lochmüller serves as Global KitKat Lead at Nestlé.
• The interview was published by Lebensmittelzeitung (LZ) on 2026-08-26 and authored by Marco Hübner.

Brands in the Grey of Mediocrity

Opinion piece by Robert Kecskes (YouGov) published in Lebensmittelzeitung on 2026-08-25 argues that brands that fail to connect to meaning or a 'sense world' lose their soul and, with it, market share. The commentary focuses on legacy consumer goods brands, noting that loss of relevance is not always due to private-label competition. The article references recent company-level developments: slower growth at Nestlé, administrative job cuts at Ritter, a sales decline at Beiersdorf, and only modest growth for Oetker. The piece is published by Lebensmittelzeitung / DFV Mediengruppe and draws on market-observation insights rather than new corporate announcements.

• Article authored by Robert Kecskes (YouGov) and published on 2026-08-25 in Lebensmittelzeitung.
• Main argument: brands that do not find a path to meaning risk losing their 'soul' and market share, particularly heritage brands.
• Mentions company developments: Nestlé growing more slowly; Ritter cutting administrative jobs; Beiersdorf reporting a sales slump; Oetker growing only slightly.

The Hershey Company Names Dave Hulays Chief Financial Officer

The Hershey Company announced the appointment of Dave Hulays as Chief Financial Officer, effective September 2, 2026. This executive leadership change is a significant corporate announcement.

Hershey's Taps Katseye for Gen Z Candy Launch

Hershey's is partnering with K-pop girl group Katseye to launch its new Creme Bars, available in Affogato and Salted Caramel flavors. The campaign, which features Katseye performing their song 'Pinky Up' on a crowded subway, aims to position the candy as the season's must-have item for Gen Z. Katrina Vatter, senior brand manager at The Hershey Company, said the goal is to make the product 'the it item that everybody's going to be talking about.' The Creme Bars are Hershey's biggest product launch this year and will hit shelves this fall. The partnership marks a continued effort by Hershey's to reach younger consumers through pop culture and celebrity endorsements, leveraging Katseye's established Gen Z appeal to drive buzz and engagement.

• Hershey's is launching new Creme Bars in Affogato and Salted Caramel flavors.
• The campaign features a partnership with girl group Katseye.
• The ad shows Katseye performing 'Pinky Up' on a crowded subway.

Reese’s Oreo Celebrates Anniversary with Lindsay Lohan Ad

Hershey is marking the one-year anniversary of Reese’s Oreo — the peanut-butter-and-cookie collaboration — with a nostalgic campaign starring Lindsay Lohan and Amy Sedaris. The spot, created in partnership with Juxtapose Studio, is directed by Patricia Arquette in her commercial directing debut and positions Lohan as a “twin whisperer” nodding to The Parent Trap. Reese’s Oreo has generated over $188 million in sales since launch and has been made a permanent part of the Reese’s portfolio. The campaign emphasizes celebrity-led creative and social-first measurement, according to The Hershey Company and Juxtapose Studio executives.

• Reese’s Oreo has generated over $188 million in sales since launch.
• Hershey is marking the one-year anniversary of Reese’s Oreo with a new campaign starring Lindsay Lohan and Amy Sedaris.
• The spot is directed by actress Patricia Arquette in her commercial directing debut and was created in partnership with Juxtapose Studio.