""We figured, let's partner with another holiday icon. NBC's Christmas special at Rockefeller Center is so iconic. Both the Kisses ad and the NBC special signify the beginning of the holiday season for so many families," explained Stacy Taffet, chief growth officer at The Hershey Company, when describing the inspiration behind the collaboration with the NBC Rockefeller Tree Lighting event."
""The Holiday Bells ad serves as a launchpad for experiential retail rather than mere nostalgia," said Taffet in an exclusive interview about Hershey's innovative growth strategy. "Brands are timeless truths that remain constant for a long time, but you have to tell their stories in a timely way," says Taffet. The Hershey Company has been around for 131 years, but continues to reimagine holiday traditions for modern consumers."
Hershey repurposed the 35‑year‑old Kisses Holiday Bells commercial into a multi‑platform digital campaign across TikTok, Snapchat, Candy Crush and a live LED musical mat at Rockefeller Center during the NBC Rockefeller Tree Lighting event. The LED mat invited visitors to play the Kisses Bells melody interactively, turning a nostalgic spot into experiential retail and consumer engagement. The initiative aligns the Kisses brand with a major holiday icon to signal the season’s start and to modernize tradition. Hershey’s longevity and focus on storytelling underpin the strategy to meld legacy brand recognition with timely creative activations.
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