Hershey’s Chocolate World

Sweetening the Chocolate Tasting Experience

Hershey’s Chocolate World
  • Hershey’s Chocolate World
  • Hershey, PA

Challenge
The Chocolate Tasting Experience at Hershey’s Chocolate World wasn’t living up to its appealing name. Designed to put guests in the shoes of Hershey’s professional chocolate palateers, the attraction was the lowest scored and least recommended by visitors. Hershey’s Chocolate World wanted to make the experience as irresistible as their treats—and enlisted our help to make it happen.

Strategy
We saw The Chocolate Tasting Experience as more than an opportunity to score free Hershey’s Kisses. It was the chance to turn visitors into Hershey’s brand enthusiasts by welcoming them into a unique, interactive and deliciously fun experience.Combining our theatrical expertise with Hershey’s chocolate expertise, we transformed the existing seminar space into Hershey’s Unwrapped. Guests enter into an immersive classroom equipped with projection screens and Hershey’s memorabilia. Their quirky and chocolate-obsessed teacher leads them in a comedic and educational tasting experience. Her “students” taste, smell, feel and even hear the differences between the iconic chocolates. From there, students are ushered into Hershey’s SECRET lab – where they’re given the opportunity to experiment, just as Mllton Hershey did, and create something truly unique and tasty. What was once a “seminar” on chocolate tasting is now a fully immersive, comedic, and magical experience for the entire family to enjoy.

Results
Hershey’s Unwrapped, the first-ever theatrical production at Hershey’s Chocolate World, was designed to run up to 26 performances per day—all without a single technician operating the show. It entertained nearly 50,000 guests in its first six weeks, garnering dozens of online and broadcast media mentions, plus countless social shares from visitors. All signs point to one sweet transformation!