Confectionery Case Studies
Indulgent Packaging Without the Guilt
When Hershey’s was planning the launch of their new chocolate brand, they turned to their marketing agency for something with high impact. The agency envisioned a tiered retail launch kit that referenced a jewelry box to showcase the samples in a way that reflected the brand appeal for adult women. But as anyone who works with chocolate knows, aesthetics are just the beginning – product integrity from kitting through delivery had to be considered. The structural elements had to accommodate the product weight, secure the product during shipping, and present the product in perfect condition for effective sampling by retailers. Fulfillment had to control product temperature to prevent melting from pack-out to final delivery.
Structural design and material selection was critical for this project – both had to reflect the client’s vision but also be viable from a manufacturing standpoint, easy to assemble for kitting, and durable for shipping. Starting with three client sketches, our team of packaging designers and engineers translated the concepts into working prototypes that were reviewed and fully tested from end-to-end before going into production. After four rounds of comps, the final design included a tri-fold carton, tiered trays, snap closures, a product banners, and a literature pocket.
The MPS team supported the client from design through fulfillment with a strategy that fully met their timeline for delivering the kits to retailers for a successful launch. We conducted six rounds of testing to ensure structural integrity, customer experience, shipping durability, product quality, and cold chain validation. MPS assembled and kitted seventeen components in the launch kit which we drop shipped to retailers. We supplied five printed pieces; a zipped poly bag; two ice packs; an insulated liner; and a corrugated shipper.
The complexity of the project, perishable nature of the product, and tight timeframe required a team of MPS experts to anticipate and avoid any potential pitfalls from printing and assembly to shipping and customer interactions. Our team of vendor partners was also critical to the project, enabling us to respond quickly and effectively to every challenge.