Hershey’s Puts the Idea Into the Product in Tasty New Launch

The Hershey Company has just released an inventive lineup of ice cream-inspired candy bars, now available in over 15 countries.

Looking for fresh opportunity in a densely competitive field of traditional and alternative confectionery, Hershey’s international innovation team approached Crowdiate to help develop original, compelling product platforms.

Ideas on form, ingredients and strength of consumer proposition were key elements of a brief that was made available to Crowdiate’s global creative community, along with a new product concept template to solicit ideas in research-ready format.

The response encompassed a rich, creatively diverse crop of ideas, with over 30 concepts shortlisted from 18 different countries. Over half of the shortlisted concepts tested positively in initial screening to warrant further development, one of which was the outstanding ‘Ice Cream Shoppe’ idea that was the basis for the ultimate launch.

“Crowdiate generated an incredible range of original ideas that effectively filled our innovation pipeline,” said Vijiti Dixit, marketing director at Hershey’s. “They were fast, flexible, very collaborative and delivered amazing value overall.”

“Considering the necessity of innovation for business growth, it only makes sense for brands to approach product ideation with the level of strategic discipline and creative inspiration typically applied to marketing communications,” added Aaron Nemoy, founder of Crowdiate.