Video: Showcasing Hershey's Shaq-A-Licious gummies
The brand is collaborating with Shaq on a new snack molded after his face.
Candy Industry Multimedia Editor Brett Parker recently chatted with Vivek Mehrotra, senior brand manager - brand equity & activation, sweets & refreshments for The Hershey Company about the brand's collaboration with basketball legend Shaquille O'Neal on a new gummy snack molded after his face and personality traits.
In this interview, Mehrotra explains why the company chose O'Neal for a collaboration, creative input the basketball star had on the final product, the challenges of crafting a gummy product around a celebrity face, and what this partnership taught him about the art of candy creation.
View the video above, or click here.
The Hershey Company is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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