Hershey’s Gold

Bite into 24K Candy

My Role: Designer, Studio Artist

How does Hershey’s release a candy bar without any chocolate? With lots of blingy, drippy, delicious gold. That was the inspiration for the launch campaign of Hershey’s Gold — the first new Hershey’s bar in 22 years, made with carmelized creme, pretzels and peanuts. No chocolate. We set out to create branding that highlights the new bar’s creamy, crunchy and shiny qualities, while staying true to Hershey’s rich history.