How Hershey Slam-Dunked a National Product Launch

Wed, 21 May 2025 00:00:00 -0400
REGGIE Awards

Responding to disruption in the candy category as gummies outpaced chocolate growth, The Hershey Company created SHAQ-A-LICIOUS XL Gummies—a celebrity-backed brand with basketball legend Shaquille O'Neal. Following an exclusive launch at Walmart, the national rollout employed a phased approach with extensive earned media, experiential events, and retail activations.