Hershey's kisses today's consumers - New packages: Food beverage pharmaceutical medical HBA - Brief Article

Food & Drug Packaging, Dec, 2003

Hershey Foods Corp. is revitalizing the brand identity of one of its powerful flagship brands: Hershey's Kisses. Having remained nearly unchanged for 30 years, the new brand design graphics-spearheaded by LPK-integrates the universally recognized shape of Kisses chocolates into a bolder, more tapered shape.

The new look features a dominant two-dimensional Hershey's Kisses chocolate as the primary visual on the clear Kisses bags.

Says Don Gates, director of Hershey's Kisses Franchise, "Although the Hershey's Kisses brand has been around for almost a century, it is critical that we remain relevant to consumers today. The power of this new [design] is an artful blend of brand strengths and creative design strategy"

LPK

513-241-6401; www.lpkdesign.com