Hershey: The Sweet Spot 2

License Global looks at how The Hershey Company has driven its global presence and how MDR Brand Management is helping to build the future of the company with consumer engagement.

Ben Roberts

June 24, 2021

Breaking into new markets has been an authentic endeavor for The Hershey Company. After all, the business was built on “bringing people together through the power of chocolate.” Founded by Milton S. Hershey more than 125 years ago, The Hershey Company is a household name not just because of its range of brands – including

Hershey’s, Hershey’s Kisses, Reese’s, Hershey’s S’mores, KitKat, Rolo, Jolly Rancher and Twizzlers

– but its dedicated focus on making people happy.

“This past year has challenged all of us personally in new and unexpected ways,” says Ernie Savo, senior director, global licensing and business development, The Hershey Company. “I’m so proud to work for a company who not only ‘talks the talk’ when it comes to helping others, but really ‘walks the walk.’ For example, prioritizing the health and safety of our workforce at the outset of the pandemic enabled us to keep products on shelves. That allowed our consumers who needed those simple moments of goodness to find happiness in simple things like family movie nights and backyard S’mores activities. This is a long-standing part of our ethos at Hershey and entrenched in our corporate culture. ‘Doing well by doing good’ is part of Milton Hershey’s legacy, and we’re proud to be active in the communities where we live and work.”

The

goodness of Hershey isn’t just reserved for the confectionery aisle, as its global corporate citizen ethos has given the brand welcome permission by the consumer to play in numerous new markets, taking its much-loved confectionery brands into fashion, home and garden, collaborations and new aisles across grocery.

“We are accomplishing this in several ways, but first and foremost, it always starts with the consumer,” adds Savo. “Our licensing program is a key component of ensuring our brands are accessible to consumers in the ways and places where they want them to be present. Licensing acts as an extension tool for consumer usage occasions. It helps to enable consumers to make the most of life’s simple moments. For example, accessories and tools that surround a family movie night or when you’re craving ice cream and discover you can have the best of both worlds – ice cream with chunks of Reese’s Cups or bits of Heath toffee. Our portfolio of brands has always been about accessibility. Never compromising quality at an affordable price point is core to our business, and that carries into our licensing programs.”

Working with global brand management company MDR Brand Management, The Hershey Company is looking to further its brands and its connection with the consumer. How does an ethos over one century old, a range of colorful family favorite brands and a world of consumers looking for meaningful connection open new roads for licensed goods?