Hershey Ice Cream Shop Bar

Role | Creative Strategy & Package Design System Direction

Challenge
Create brand universe and packaging design for a new category of Ice Cream flavoured chocolate bars developed to attract a trend focused millennial audience.

Solution
Rooted in the brand insight that “experiences and connections matter most” the creative strategy capitalized on ice cream’s then surge in cultural popularity injecting key design cues from in and out of category to create a bold design strategy that made the brand distinctly modern with a hint of nostalgia.

Result
In Canada, Hershey Ice Cream Shoppe was the best performing summer innovation in the entire confectionary category. Internationally, the launch outperformed forecasted sales and distribution targets in China and the UK as well. Initially intended as a singular limited edition offer, Hershey Ice Cream Shoppe was moved into Hershey’s core line up and continues to be sold today due to its sales performance.

Press Coverage: Strategy Magazine

Brand & Creative Strategy Exploration
Selected examples of creative exploration of culture, category and design trends to inform brand positioning and design strategy.