The Hershey Company is undertaking a significant marketing overhaul in 2026, increasing its advertising investment and refreshing its brand strategy to stay culturally relevant and attract younger consumers. The initiative marks the first major campaign for its flagship Hershey’s chocolate brand in eight years and follows a strategic push to modernize its presence across media platforms.

According to The Wall Street Journal, the company — which spent about $600 million on advertising in 2024 — has boosted its marketing budget by roughly 20% to support the new brand push. The expanded investment reflects Hershey’s response to changing consumer behaviors and a desire to move beyond the traditional seasonal advertising that has historically centered around events like Halloween and Valentine’s Day.

The new campaign blends traditional and streaming television with digital and social channels, including influencer marketing, live activations, and expanded presence at cultural events. A key focus is engaging audiences during major cultural moments such as the 2026 Winter Olympics and America250 celebrations, helping the brand remain top of mind beyond seasonal peaks.

Marketing Chief Growth Officer Stacy Taffet — who joined Hershey from PepsiCo in 2025 — has emphasized that the goal is to make Hershey’s a more consistent part of everyday occasions rather than a brand people only think about during holidays. The updated creative aims to demonstrate relevance and authenticity, targeting consumers who may not have long-standing brand loyalty.

Part of the strategy involves creative stunts and high-visibility promotions that capture public attention, such as a Dubai-inspired limited-edition chocolate bar in Times Square and sponsorship at holiday events like the Rockefeller Center tree lighting. These activations are designed to generate buzz and social media engagement.

Despite industry challenges like rising cocoa costs, Hershey’s overall sales have shown resilience. The company’s refreshed marketing approach aims to sustain growth and ensure that its 125-year-old flagship brand stays relevant to both longtime fans and younger consumers.