All tastes are not the same, but the love of sweet indulgence is universal. As a beloved American icon, Hershey’s partnered with LPK to strengthen the emotional relevance of its flagship brand around the world. To manage the expansion of the franchise, including offerings that address the health and well-being needs of today's consumer, LPK developed

a brand design strategy that provides flexibility for varying cultural expectations while maintaining core brand equities. By creating an experiential resonance for those unfamiliar with the brand, LPK redefined Hershey’s as more than just an American favorite.