if you want to get everyone on the same page, hand everyone the page you want them on.

Hershey's: New Product Launch

A synchronized national launch for the biggest Hershey innovation in 15 years.

Cookie Layer Crunch was the largest new product launch for Hershey's in over 15 years. My job was to figure out how to tell folks what this thing was and deliver it online and in-store in a simple and impactful way. The good news is taste tests with focus groups, and myself, scored higher than any other product currently in the category (not just Hershey brands). We found that people kept describing the product attributes but were struggling with what to call it. "It's not a candy bar. It's not a cookie... It's a creamy, crunchy..." You get the idea. Cookie Layer Crunch comes in 3 delicious flavors that went to market with record customer buy in out preformed launch sales projections.