During my time at Turner Duckworth, we had the exciting opportunity to work with The Hershey Company on branding Reese’s first-ever seasonal shape for summer, in collaboration with their sponsorship of Team USA at the Paris 2024 Olympic and Paralympic Games.
 

With the new Reese’s shapes hitting the shelves, we created a fun, friendly competition: Are you a Legend, like the iconic Reese’s cup, or are you a Newcomer, like the new shape? This playful rivalry reflects the dynamic spirit of Team USA, where both established champions and up-and-coming athletes shine.
 

To visually capture this rivalry, we drew inspiration from two key elements of the American flag—Stars and Stripes—which we incorporated into the packaging, communications, and commercials. The design was a nod to both the legendary status of Team USA’s athletes and the exciting new talent making their mark.
 

Our creative work didn’t stop at the packaging. We were also lucky enough to help bring the campaign to life by facilitating a photoshoot with celebrated U.S. Olympic gold medalist Alex Morgan (soccer) and U.S. Paralympic gold medalist Jessica Long (para swimming), alongside rising stars U.S. Olympic hopeful Sophia Smith (soccer) and U.S. Paralympic hopeful Haven Shepherd (para swimming). Their involvement helped infuse the campaign with authenticity and excitement, showing the strength of both the seasoned athletes and the newcomers.
 

In addition to the merchandise packaging, we collaborated with the ad agency Dentsu on the TV commercial and made sure the campaign came to life digitally on social media. Our goal was to create an engaging, fun experience for fans everywhere, all while celebrating the playful rivalry between the Reese’s shapes and Team USA’s athletes.