The Hershey Company targets younger consumers with new retail and marketing strategies

The Hershey Company is implementing new strategic initiatives to target younger demographics and expand its presence in the travel retail sector.

In the travel retail market, Hershey has unveiled a refreshed exclusive portfolio featuring new products, formats, and packaging. The Kisses and Nuggets ranges will debut at major Asian airports, including Singapore Changi, Kuala Lumpur, and Bangkok Suvarnabhumi, starting in September. A global rollout for Reese’s is scheduled for January 2027, with further portfolio expansions planned through 2028. The initiative aims to increase relevance among Millennial and Gen Z travelers by focusing on gifting and premium confectionery.

Simultaneously, Hershey is targeting Gen Z and younger consumers through a new marketing campaign for its Crème Bars. Featuring the pop group Katseye, the campaign promotes indulgent flavors like affogato and salted caramel. The strategy seeks to move beyond traditional brand nostalgia to offer the premium experiences and varied textures preferred by younger cohorts. The campaign will utilize digital, social media, and national television platforms.