The Hershey Company reveals new ‘Take the Taste With You’ global travel retail branding

The Hershey Company World Travel Retail debuted its new global branding at the 2025 TFWA World Exhibition & Conference, marking a pivotal step in the brand’s commitment to delivering joyful, emotionally resonant travel experiences through confectionery.

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

Already rolling out across key international airports across Asia, Middle East, Europe and the Americas, the revamped branding introduces a vibrant and modular design system that unifies Hershey’s, Reese’s, and Kisses under one cohesive platform. Designed to position Hershey brands as trusted companions throughout the journey, the new identity highlights moments of connection – whether it’s a small indulgence mid-transit, a thoughtful gift for a loved one, or a familiar taste from home. With chocolate-themed luggage motifs, personalized touchpoints such as ‘With love from [X] airport’, the new branding captures a strong sense of place and is especially appealing to Gen Z travelers seeking shareability and emotional resonance. Bold product storytelling positions confectionery as a memory-maker, bringing emotional connection to the travel retail experience.

Visual Direction

The new visual identity is crafted to be bold, original, and immediately recognizable in the travel retail environment. It brings the ‘Take the Taste With You’ tagline to life through dramatic, emotionally charged 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 selfies against a backdrop of six branded destinations – Dubai, New York, Paris, São Paulo, Singapore, and Cannes. The activation guided visitors on how to take their #firstclassselfie. This showcase marked the beginning of a new chapter, with in-store activations across global customer locations set to roll out in 2026.

Early feedback from the TFWA Cannes showcase points to a strong and enthusiastic reception among industry partners and retail stakeholders. Attendees responded positively to the immersive VR activation and refreshed visual identity, which were widely praised for their originality, emotional resonance, and ability to translate The Company’s global strategy into a compelling travel retail experience.

Jackson Hitchon, General Manager APAC, India, EMEA & WTR, commented, "There is 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!"

TFWA Cannes also offered a preview of upcoming SKUs from the The Hershey Company portfolio, set to launch in global travel retail from 2026.