Bringing back the love.

A beloved icon for generations, Hershey’s Kisses wasn’t seeing the same consumer love as it once had. There was an opportunity to evolve the identity, packaging and communication to better reflect the joyful emotion of the brand.

In partnership with Hershey Global Design, goDutch crystallized a simple strategy for the brand, “Say it with Kisses.” We saw an opportunity to reclaim Kisses as an iconic symbol of sharing and celebration of love, and to bring this sentiment to all aspects of the brand.

Central to the story, the Kisses product icons were activated for storytelling. The Kisses were re-imagined as individual characters with distinct personalities. Their bodies took on movement, their paper plumes became expressive voices, and their foils were “dressed” for every occasion. They work together on each package to tell the story of a favorite seasonal tradition – from Santa hat and ugly sweater kisses, to ice skating, hockey and sledding for holiday, to cupids, lovebirds and gondolas for Valentine’s Day – Kisses makes every seasonal story sweeter.

The overall strategy has inspired advertising, digital and social media activations. Sales of seasonal Hershey’s Kisses have soared, with the Target-exclusive Santa Hat Kisses achieving an all-time high. Kisses have reclaimed their place in consumers’ hearts and are helping create sweet, new sharing traditions.


Launched 110 years ago, Kisses have always been about sharing sweet moments of love and joy. We dug into the heritage to get inspired from the brand’s authentic roots.


We refreshed the logo to bring back the discoverable Kisses icon.


The “Say it with a Kiss” strategy was extended to advertising and social campaigns.