GERTRUDE served as a HERSHEY’S partner for brand innovation spanning a wide range of new to world strategies, products, and design for the chocolate and confection category.
CONTEXT
The Hershey Company had enjoyed a long and positive reputation for being a warm, classic, trusted brand, but was losing share within the confection category to brands like Oreo, Jelly Belly, and other bars emphasizing joyful, surprising, experiences. Furthermore, the company needed to dramatically increase utilization of its new specialty equipment enabling production of multi-layered products.
WHAT WE DID
Strategy, New Product Ideation & Brand Development, Naming, Identity, Structural Design, Packaging, Film/Broadcast, Consumer Print, Outdoor, Content, Digital, Social (Paid/Organic), Experiential, and Retail
OUTCOME
GERTRUDE conceived, designed, and brought to market eight new products for their “Project Wonderland” initiative. GERTRUDE created an incremental innovation platform for Hershey’s to re-engage lapsed millennials with the delight of multi-sensory, multi-textural products. A collection of new products (Whyps, That-A-Wrap!, SHAK3RS, Kitty’s Goo Goo Bar, PiXL-POP!, Halfsies, and Skedaddles) dialed up the fun in HERSHEY’s offering with new flavor-form combinations that employed the company’s ingredient layering innovation.