INTERNATIONAL. US confectionery powerhouse The Hershey Company is rolling out its ‘Take the Taste With You’ platform across major airport gateways, reporting early gains in shopper engagement and sell-out as it scales the concept in travel retail.
The platform is now live at key airports, including Singapore Changi, Kuala Lumpur International and Los Angeles International, with further installations underway in Mumbai, New Delhi and Doha. The company will also unveil a refreshed presence in the new 3Sixty store at Orlando International Airport.
First introduced to the channel at the 2025 TFWA World Exhibition in Cannes, the ‘Take the Taste With You’ platform serves as a unifying call to action across Hershey’s travel retail portfolio.
It is designed to translate the company’s updated corporate branding into high-impact in-store visibility tailored to the fast-paced airport environment.
The Hershey Company General Manager MEA and World Travel Retail Ahmad Nasser said, “Travel retail demands brand platforms that can operate at scale while remaining effective in highly compressed shopping environments.
“‘Take the Taste With You’ was developed to provide that balance, enabling consistent global expression alongside locally relevant execution.
“The early performance we are seeing across markets indicates that this approach is resonating with both travellers and retail partners, giving us confidence as we continue to build and extend the platform across world travel retail.”
Shaping experiences
While the visual identity remains consistent globally, execution varies according to location, dwell time and store layout.
Permanent visibility fixtures are installed in Singapore and Kuala Lumpur, with Mumbai, New Delhi and Doha next in the pipeline.
In the Americas, Los Angeles has received updated branding, while Orlando will debut the concept within the new generation 3Sixty environment.
The activations are anchored in immersive displays and digital touchpoints, supporting portfolio brands, including Hershey’s, Reese’s and Kisses.
Digital content is delivered through in-store screens and retailer-owned platforms, with additional amplification via social media.
Digital screens are currently live in London, Madrid and the Caribbean, with activations in the latter two supported through the Club Avolta app and social channels, including Facebook and Instagram.
Optimising shopper engagement
According to The Hershey Company, early feedback from retail partners and travellers has been positive, particularly where interactive and sensory elements are incorporated.
In Paris, the addition of sampling led to a +119% increase in sell-out between July and August during the activation period last year. In Abu Dhabi, a gamified ‘Connect 4’-inspired mechanic delivered more than +70% year-on-year growth in sell-out compared with the previous year.
Retailers have also cited stronger shopper interaction and improved visibility, supported by vibrant travel-themed creations designed to enhance stand-out in busy airport environments.
Seasonal adaptations for key gifting periods, including Chinese New Year and Christmas, have further strengthened relevance and shopper appeal.
Looking ahead, The Hershey Company plans to expand the platform through additional high-visibility and experiential activations. These include a new departure gate activation at Mumbai Chhatrapati Shivaji Maharaj International Airport, scheduled to launch later this month.
Passengers can also expect an augmented-reality Treasure Hunt campaign, in partnership with Avolta, at Athens and São Paulo Guarulhos airports in the second half of the year.
Further visibility upgrades and digital engagement initiatives are also planned across the Americas. ✈
