January 27, 2026
The Year of Hershey's
This year marks a defining chapter for The Hershey Company—an iconic American original that has been part of life's celebrations for generations. During this milestone year, the company is creating even more moments of goodness by meeting people at the cultural events that unite and inspire us.
For the flagship Hershey's brand, 2026 is especially powerful. Hershey's is showing up bigger, brighter, and bolder than ever before with its new campaign, "Hershey's. It's Your Happy Place." From the Olympic and Paralympic Winter Games Milano Cortina 2026 to a major motion picture celebrating visionary founder Milton Hershey and his wife Catherine, the brand is making happiness more visible and accessible. Wherever people gather, Hershey's will be there.
A Timeless Symbol of Connection
Hershey's is more than a brand—it's a feeling. A familiar comfort. A shared smile. For more than a century, it has been the go-to for simple, authentic moments of joy, earning its place in households across the country. With near-universal recognition among Americans, Hershey's is deeply woven into the fabric of American life.
This is evident in time-honored rituals that bring people together: the glow of a campfire as s'mores are passed around, the quiet triumph of marking a win with a chocolate bar, and the simple pleasure of unwrapping a Kiss after a long day. Rooted in resilience and togetherness, Hershey's continues to bring people closer, wherever life's journey leads.
Hershey's. It's Your Happy Place.
The new campaign brings the brand's legacy of comfort and connection to the forefront with a simple, powerful belief: happiness is closer than we think. Through immersive activations, limited-edition drops, and unexpected collaborations, the campaign sparks conversation, ignites fandom, and creates emotional connections. Most importantly, it invites people everywhere to define, celebrate, and share what their own "happy place" looks like.
Wherever Happiness Is, Hershey's Is There
The campaign debuts at the Olympic and Paralympic Winter Games Milano Cortina 2026, where Hershey's will celebrate athletes by spotlighting the moments that matter most—locking eyes with loved ones in the stands, sharing laughs with teammates, and savoring a taste of home between events. Whether you're cheering from the couch or the slopes, Hershey's will bring celebration to fans worldwide.
Beyond the games, the campaign continues with:
- A special connection to Hershey, PA hometown hero and USA soccer superstar Christian Pulisic
- Key back-to-school moments highlighting the love of Pokémon
- Holiday celebrations featuring the iconic Hershey’s Kisses brand
- A major motion picture sharing the story of founder Milton Hershey and his wife Catherine
Your Happy Place Awaits
Hershey's knows that happiness doesn't look the same for everyone. That's why the brand invites people to share their stories, reminding us that the sweetest moments are often found in the everyday. By spotlighting the unique ways people find comfort and connection, Hershey's proves that the real treasure isn't just a medal—it's the memories made along the way.
The "Hershey's. It's Your Happy Place" campaign marks a defining chapter in the brand's story, signaling a new era that deepens cultural relevance and strengthens its role in bringing people together.
As we step into this extraordinary Year of Hershey's, we invite everyone to pause, reflect, and rediscover what happiness means to them. Because with Hershey's, happiness is always within reach.