Hershey Co. Partners with Students to Reinvigorate Packaging

Winning design will roll out in 2013 with Valentine's Day Pot of Gold Chocolates

HERSHEY, Pa., & SAN FRANCISCO -- The Hershey Co. has partnered with the Academy of Art University in San Francisco to provide students with a hands-on package-design opportunity. Students were asked to create a customized heart-box design for Hershey's Pot of Gold chocolates to help give the collection a contemporary, fresh look for the 2013 Valentine's Day season. After consumer testing, the top student package designs were selected for production and will be featured on-shelf during the 2013 Valentine's Day season.  In recognition of the school's efforts, The Hershey Co also donated $20,000 to the Academy of Art University for the creation of the Hershey Design Excellence Award.

"Packaging is such an important part of any brand experience, and we are excited to be able to inspire creativity in students and showcase student-designed work on-shelf," said Moira Cullen, senior director of global design for The Hershey Co. "We are looking forward to helping foster the development of current and future designers by providing a series of scholarships to the school."

Thirteen students were tasked with the assignment of designing a heart box for the Pot of Gold assortment. Split into four teams, more than 40 heart boxes were created and four were selected for retail and will be available beginning in January 2013. Cullen served as one of three judges to select the winning package designs, as well as assisted in choosing the inaugural winners of the Hershey Design Excellence Award.

The Hershey Co., Hershey, Pa., is the largest producer of chocolate in North America and a global leader in chocolate and sugar confectionery. With revenues of more than $6 billion, Hershey offers confectionery products under more than 25 brand names, including such iconic brands as Hershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, Kit Kat, Twizzlers, Jolly Rancher and Ice Breakers.