Hershey’s Logo Gets an Emoji Makeover for Limited-Time Chocolate Bars

Joseph Myers

We already had a million reasons to be excited about summer, but after the recent news that Hershey’s will be making a limited-edition alteration to its famous chocolate bars, we can add another to the list. Modifying the goods for the first time in their 119-year history, the Pennsylvania-based company will include 25 emojis on the milk-chocolate marvels in place of the Hershey’s logo, giving its renowned brand mark a semi-vacation for the sweltering season.

Since businesses are constantly considering how to build brand awareness, being a strict traditionalist regarding a company’s product presentations is setting oneself up for disappointment. There is simply so much to gain from a tiny tinkering or a massive overhaul of one’s identity that consumers should not be too surprised when a change occurs. With respect to Hershey’s, the customary look of its packaging and chocolate bars are not going away. Instead, they are welcoming company, with senior brand manager Kriston Ohm telling People that her employer decided on the emojis after consultations with parents and children.

“Our classic Hershey’s bars were made to be shared with others,” Ohm said. “By adding an emoji design to each pip of chocolate, we hope that parents and kids are inspired to share a chocolate emoji and make a connection with someone new.”

Thanks to the assortment of ideograms and smileys, those tasks could prove pretty easy, especially owing to the presence of the “poop” emoji, a classic among kids! Six packaging options will come to contain the 25 million standard and snack-sized emoji-infused bars, with Hershey’s promising that its newest brainchild will be coming soon and will be available “in the run-up to back-to-school.” The words “back-to-school” alone could serve as inspiration for children to reach for the chocolate, so as to forget, albeit temporarily, that they will have to trade days of sheer bliss for lectures, projects and (don’t say it, don’t say it) homework!

Via its website, Hershey’s says only that the emoji bars are “coming soon.” While we all know that summer is a three-month period and that the company could drop the dairy delights at any point, we hope that the entity decides to release them right as the season commences. Our enthusiasm is proof that Hershey’s has a good idea on its hands. Its move shows that a company does not necessarily need to change its products’ makeup to draw attention. Sometimes, packaging and logo-specific swaps serve the goal of contemporizing an item’s effectiveness.

Since this will mark the initial time that Hershey’s has been so bold as to give its iconic chocolate bars a new look, yes, there will certainly be people who reject the injection of novelty. But we think the excitement from us and from what we expect to be many other consumers will make that opposition melt away, giving Hershey’s a chance to bolster its bar-none reputation among chocolate lovers.

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