The 2026 Hershey’s S’mores program is centered on the idea of “Free of Rules. Full of Fun.”, encouraging consumers to enjoy s’mores in new an unexpected ways while reinforcing Hershey’s leadership in the category. The strategy uses a three-wave approach – New Ways to S’more, America’s 250th Anniversary, and S’mores desserts – to keep the season fresh, drive retailer excitement, and inspire consumers with new ingredients, flavors, and occassions.
Working with our external design partners, Soulsight, we were able to meet all objectives of the brief, injecting a fun 90’s themed aesthetic, while staying rooted in the iconic experience of Hershey’s Milk Chocolate combined with crispy graham crackers and gooey marshmallow.
I supported all parts of the strategic planning and development of this program as well lead all the final execution and extension to the national, joint partnership, and customer specific versions of the campaign.
Mike Pacewicz | Strategic Design 