HERSHEY, Pa. — Hershey Co. has unveiled new, patriotic-themed packaging on some of its top brands as part of its support for Team USA at the Rio 2016 Olympic Games.
In what Hershey called an “unprecedented shift,” the 122-year old Hershey’s Milk Chocolate Bar will switch from its traditional silver lettering to red, white and blue for the first time in the history of the bar, the company said.
The full line-up of patriotic products includes Hershey’s Milk Chocolate Bars, Hershey’s Milk Chocolate with Almond Bars, Reese’s Peanut Butter Cups, Kit Kat Wafer Bars and Payday Bars.
There also will be special-edition products, including 12-ounce bags of Hershey’s Kisses Chocolates wrapped in stars and stripes foil, along with Reese’s Miniatures, Hershey’s Miniatures, York Candies and Rolo Candies.
“Both Hershey and Team USA share a unique, irreplaceable place in the hearts, lives and memories of many Americans. We want our country and athletes to know that Hershey is here to help celebrate every moment. What better way than with a patriotic version of one of our signature products,” stated Mary-Ann Somers, vice president and general manager of U.S. Confection at Hershey.
“We believe that the decision to change our iconic Hershey’s Milk Chocolate Bar lettering for the first time in 122 years is a testament to how much we value our partnership with Team USA. Hershey is behind Team USA, and we are here to express our support for our athletes as they complete their journey to Rio.”
The Team USA line of products was showcased in an event at the Hershey’s Chocolate World Attractions in New York City and Hershey, Pa. Plans call for the patriotic products to become available nationwide starting on May 6 at mass, supermarket, drug and specialty retailers, including Walmart, Sam’s Club, Kroger, Walgreens and CVS, as well as at Hershey’s Chocolate World locations and online at Amazon.com.
Hershey also announced partnerships with 2012 U.S. wrestling gold-medalist Jordan Burroughs, 2012 U.S. Paralympic swimming gold-medalist Mallory Weggemann and U.S. Olympic swimming hopeful and Hershey, Pa., native David Nolan to its roster of athletes. Burroughs and Weggemann will be featured in the new Hershey’s chocolate campaign as they prepare for their trips to the 2016 Olympic and Paralympic Games in Rio, and Nolan will have the support from his hometown company in pursuit of making his first U.S. Olympic Team.
Shannon Miller, the most decorated American gymnast in history and two-time Olympic gold medalist, is serving as a Hershey’s brand ambassador throughout the Rio 2016 Olympic Games.
Hershey partnered with the United States Olympic Committee in October 2015 and will support the U.S. Olympic and Paralympic teams during the Rio 2016 Olympic Games, PyeongChang 2018 Olympic and Paralympic Winter Games, and Tokyo 2020 Olympic and Paralympic Games.