The revamped branding is already rolling out across key international airports.

The Hershey Company World Travel Retail debuted its new global branding at the recent 2025 TFWA World Exhibition & Conference, in line with its objective to deliver joyful, emotionally resonant travel experiences through confectionery.

Centred around its new unifying call to action, ‘Take the Taste with You’, the refreshed visual identity reflects Hershey’s sharpened strategy to connect with travellers through moments of indulgence, gifting, and delight.

Already rolling out across key international airports across Asia, the Middle East, Europe and the Americas, the revamped branding incorporates a vibrant and modular design system that unifies Hershey’s, Reese’s, and Kisses under one cohesive platform.

Hershey invites travellers to ‘Take the Taste with You’

Designed to position Hershey brands as trusted companions throughout the journey, the new identity highlights moments of connection, such as small indulgences mid-transit, a thoughtful gift for a loved one, or a familiar taste from home.

With chocolate-themed luggage motifs and personalised touchpoints such as ‘With love from [X] airport’, the new branding captures a strong sense of place, and is designed to appeal to Gen Z travellers. Bold product storytelling aims to position confectionery as a memory-maker, bringing emotional connection to the travel retail experience.

The bold new visual identity brings the ‘Take the Taste with You’ tagline to life across multiple touchpoints.

The bold new visual identity brings the ‘Take the Taste with You’ tagline to life through dramatic imagery that places key products – Hershey’s, Reese’s, and Kisses – at the heart of every touchpoint. Designed with adaptability in mind, the brand world is modular and scalable across formats, ensuring consistent storytelling while accommodating different brand combinations, product sizes, and market needs.

At TFWA Cannes, The Hershey Company unveiled this new direction through a fully reimagined booth experience, complete with immersive digital storytelling and an interactive Reese’s destination selfie zone. A first-class Reese’s airplane seat in the brand’s signature bold orange anchored the space, inviting visitors to take their #firstclassselfie against a backdrop of six branded destinations: Dubai, New York, Paris, São Paulo, Singapore and Cannes. The installation will be featured within selected in-store activations from 2026.

General Manager APAC, India, EMEA & WTR Jackson Hitchon commented: “There [was] an incredible buzz about the Hershey booth. Customers are loving the striking brand-forward visual identity and the detailed growth plans to go in 2026. Hershey is set to take off!”

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