DESIGNER

Beatrice Koritz

PROFILE/DESCRIPTION

Milk Duds is made and owned by Hershey but were previously introduced in 1928 by Hoffman & Co. located in Chicago. Hershey's goal is to care for their community and make chocolate accessible to everyone by providing affordable snacks for kids everywhere. They are dedicated to making moments of goodness with unique brands and high quality snacks that makes their business stand out.

GOALS

My goal is to update the Milk Duds design to make it more approachable to kids and make the product stand out from other candy that it would be placed next to in the aisle or at the store. To make it seem exciting and enticing I will use brighter colors instead of dull browns, reds, and orange. I will also include a picture of the milk duds on the box so newer audiences and kids who may not have had Milk Duds before will know what it looks like on the packaging. I also want to include that the candy is gluten free and peanut free on the front of the box to make it available to a larger audience.

PRIORITIES

1. Product name (Milk Duds)
2. Benefits
3. Image of product

TARGET AUDIENCE

Kids/teens-younger audience, mainly focused on kids that want to buy candy that looks playful, fun, and unhealthy.

BRAND CHARACTER

Hershey's Brand Statements:

-"Making more moments of goodness."

-"Caring for our people and communities"

Hershey's Values:

-Togetherness

-Integrity

-Making a difference

-Excellence

COMPETITIVE SITUATION

Top Competitors:

-Ferrero Rocher (icon of affordable luxury)

-Nestle (long term availability)

-Lindt (established history, high loyalty customers)