For the largest launch in recent Hershey history, the challenge was not only in getting the product to market, but ensuring all stakeholders aligned for our ambitious vertical launch.
Leading a multi-disciplinary team for the Cookie Layer Crunch launch, I directed concept and brand consistency through toolkit development encompassing national and retailer POS, social and digital content creation, from assets to message mapping, from pre- to post-launch. The introduction of The Creamy Crunchy Side of Hershey's came to life visually by emphasizing the layers through our flavor-specific color palette partnered with enlarged photography, garnering shoppers' interest while driving trial across retailers with offers and demos.
Cookie Layer Crunch has been a huge success, surpassing projected net sales and distribution objectives.
