The Hershey Company has a rich heritage as a leader in the American confection industry. For 124 years, Hershey's has delighted fans with its iconic chocolate flavors. First, in 1900, Hershey's Milk Chocolate was introduced. Next, in 1939, came Hershey's Special Dark, and in 1995, consumers were introduced to Hershey's Cookies n' Creme—one of Americans' first introductions to white chocolate. In 2018, launching only the fourth flavor in the brand's history, Hershey's went for the gold!

Hershey's Gold, a caramelized creme dream with salty, crunchy bits of peanuts and pretzels—presented in a delectable gold bar and distinctive wrapping—was created to appeal to consumers' increasingly sophisticated flavor palates and cravings for complex taste experiences.

Overview

Hershey's Gold presented a historic moment and opportunity to take product innovation to the next level and offer a new brand experience. As an official sponsor of Team USA at the 2018 Olympic Winter Games, Hershey's had the opportunity to officially launch Hershey's Gold to align with the build-up and competition of the Games in 'eongChang. This platform allowed Hershey's to connect with fans during a time that naturally brings people ogether. But in the crowded field of sponsors aiming to maximize visibility around the Olympics, Hershey's would need to build a launch that stood high on the podium and CTrit people rooting for Team USA wins in a personal way.

Research & Insights