HERSHEY’S GOLD

IT’S NOT CHOCOLATE IT’S GOLD

For the first time in 22 years Hershey’s launched a new bar, and for the first time it wasn’t chocolate. The task was to not only launch a new product but educate consumers on the deliciousness of caramelized creme, a confectionary product that had a small following in the UK but was never created at scale in the US. The campaign “It’s Not Chocolate, It’s Gold” launched in TV, social and through a Winter Olympic partnership in 2018. Success here is an understatement. Hershey’s Gold ended up being the largest product launch in the 125-year history of Hershey’s.