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hershey's - singing candy bar

Creative Tech - Experiential - Social

The challenge: Hershey's wanted to make a splash for their now-cancelled new product launch, with a focus on their core brand pillar 'Happiness.'

The idea: We started ideating around the concept of happiness through music, which led me to the crazy idea of delivering a personal musical experience directly through the chocolate bar. I had an intuition that this was possible and sure enough, after a bit of experimentation with bone conducting transducers, a prototype came to life. Hidden inside the wrapper, our device sends vibrations traveling through the bar and, from contact with the user's teeth, all the way to their eardrums. The launch would have featured the release of a new single by a major artist, delivered exclusively through our chocolate bar.

My role: Ideation and concept development, managing a small team including a creative technologist to build the prototype

The results: We were able to create a proof of concept before the product launch was cancelled. The next phase would have been miniaturization and integration within the candy wrapper.


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early prototype

We were able to create a proof of concept before the product launch was cancelled. The next phase would have been miniaturization and integration within the candy wrapper.