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.”
“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?
Want to learn the answer to this question and more?
Check out the full article in the June issue of
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