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The Hershey Company has announced its strategic marketing platform for the Olympic and Paralympic Winter Games Milano Cortina 2026, launching a new creative campaign titled "Hershey's. It's Your Happy Place."

The initiative marks the brand's first major creative push in eight years, signaling a renewed focus on emotional storytelling during high-visibility global events. The campaign shifts the narrative focus from athletic victory to "happiness as the real gold," leveraging the stories of Team USA athletes and their families.

Beyond the Podium

As a proud supporter of Team USA, Hershey's is positioning its confectionery portfolio as a facilitator of connection and joy, rather than just a snack. The campaign features a series of unscripted interactions between athletes and their families, highlighting the everyday rituals and support systems that underpin elite performance.

The Athlete Roster: Hershey's has partnered with five winter sports stars:

• 🏂 Brenna Huckaby: Para Snowboarding (four-time U.S. Paralympic medalist).

• ⛸️ Erin Jackson: Speedskating (U.S. Olympic gold medalist).

• 🏒 Hilary Knight: Ice Hockey (four-time U.S. Olympic medalist).

• ⛸️ Jason Brown: Figure Skating (U.S. Olympic bronze medalist).

• ⛸️ Jordan Stolz: Speedskating (U.S. Olympian).

Chocolate Medals

To translate the campaign into a tangible consumer experience, Hershey's is producing limited-edition Chocolate Medals. These commemorative items are crafted with embossed designs and wrapped in gold foil, intended to serve as keepsakes for fans celebrating their own "small victories."

Stacy Taffet, Chief Growth Officer at The Hershey Company, explained the brand ethos: "Happiness is in the moments and experiences we share, not just the milestones we reach. Hershey's is fueling the brand's momentum through what matters most: bringing people little prized moments of their own gold. Our new campaign connects consumers to the excitement of the games and reminds them happiness is within reach – even as a chocolate medal."

Commercial Activation and Availability

The campaign utilizes a phased rollout strategy leveraging both physical and social commerce channels.

• Physical Giveaway (7 February): The first 400 guests at Hershey's Chocolate World (Hershey, PA) and Times Square (NYC) will receive a free exclusive medal.

• Social Commerce (13 February): A limited drop will occur on TikTok Shop.

• Retail (14 February): Medals will be available for purchase at The Hershey's Store while supplies last.