Hershey’s Charlie Chappell Discusses Innovation and Anticipating What’s Next…

Many associate marketing with innovation, but it’s also about anticipating what’s next. If anyone can look around corners as a strategic and transformational leader focused on driving growth, it’s Charlie Chappell of The Hershey Company. 

Few people have held such a diverse range of marketing roles—from product development at Kimberly-Clark to brand management and marketing at Proctor & Gamble to senior roles at Hershey that span Global Marketing Excellence, Media Leadership, and now Vice President of Innovation and Research & Development.

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So what are the qualities that make a future-driven marketing leader, particularly in an era of constant change? And what does that mean for brand innovation?

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Charlie Chappell emphasizes that innovative ideas begin with understanding the “big consumer demand landscape” while balancing product offerings with available opportunities. He also notes that “Hershey’s focuses on being ‘customer obsessed.‘”

CLICK FOR QUICK CLIP FROM INTERVIEW …

Product launches like Shaqalicious XL Gummies, Reese’s Peanut Butter Cups with Spring Sprinkles, Jolly Rancher Freeze Dried, or Reese’s Stuffed Pretzels are driven by:

• Consumer interests
• Trending tastes
• Smart brand building
• Retail strategies
• Leveraging digital channels to engage with potential shoppers

ORIGINS, LEGACY, and PURPOSE

Not everyone realizes that when Milton Hershey founded Hershey’s, chocolate was a luxury item, largely handmade and affordable only by the wealthy. His mission was to democratize chocolate, making it accessible and enjoyable for everyone. After his first two candy companies failed, Milton Hershey did not give up. Instead, in 1900, he developed inventive machinery and mass-production techniques, allowing him to create affordable chocolate bars, like the iconic Hershey’s Milk Chocolate Bar, which he priced at a nickel. 

From then on, Milton Hershey succeeded as both a prosperous businessman and a generous humanitarian. He and his wife, Catherine, did not have any children of their own, and instead, they used their wealth to found The Hershey Industrial School for orphaned boys. It later became the Milton Hershey School.

Following Catherine’s death, Mr. Hershey gifted the Hershey School Trust with his entire fortune, including his ownership of the Hershey Chocolate Company. Today, the institution is a residential, private school for low-income children ages 4-15, offering a free, high-quality education and home life on a multi-campus in Hershey, Pennsylvania. The school currently houses over 2,000 students. It has expanded beyond its original focus on orphaned boys, now serving boys and girls of all racial backgrounds, including those from impoverished families.

While Charlie Chappell recognizes that some business models may change over time, he emphasizes that a brand is a promise developed through quality and trust. There’s no question that The Hershey Company was built on purpose and continues to live up to its original ideals today. Charlie talks about purpose as “being committed, no matter what.” And while century-old legacy brands may be anchored in set principles and marketing fundamentals, he has proven that a brand’s staying power comes with the passion of relevant and meaningful evolution- especially for those who love a product.

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In our conversation, we discuss the following:

• What does it takes today to be a well-rounded, future-driven marketing leader? And what are the biggest lessons you’ve taken from your earlier roles?

• So many of product innovations today must be informed by smart marketing, trending tastes, and consumer interests. Would you briefly discuss the process and the ideas that motivate you and your team?

• As a marketer, tell us more about consumer feedback… particularly in an amplified social media world. We’ve seen how consumer feedback can make or break even the best marketing strategies. And many brands fear making a mistake today…

• I realize that Halloween is Hershey’s “Super Bowl,” but it appears that your brands are also doing more to tie to other holidays and seasonal promotions.

• Given that one can’t have a conversation today without mentioning AI, does it play a role in your approach to innovation?

• You’ve seen tremendous industry change over the course of your career. What do you think are some of the more positive ones? And is marketing now a different business than when you started? 

• As you know, I’ve been tracking issues of purpose for a long time. The Hershey Company was built on innovation and Milton Hershey’s sense of giving back to the community. Tell our audience about those origins…

• How does the company now embrace purpose?

• What are the most significant challenges marketers face today when addressing change or trying to innovate authentically?

Hershey is Now a Leading Snacking Powerhouse with 90+ Brands.

The company’s growing portfolio provides snacks that pair with every occasion and customer choice– from well-known indulgent treats to protein boosts between meals, popcorn to share on movie night, products with no added sugar or zero sugar, and even gummies made with organic fruit juice and plant-based ingredients.

Charlie Chappell understands the importance of applying continual innovation to even well-established brands- whether adding caramel to REESE’S Peanut Butter Cups or finding new flavors for SKINNYPOP popcorn.

“At the core,” he says, “is listening to what people want. As our consumers focus more on value, on-the-go snacking, and quality time with family and friends, we also need to focus on snacks in various sizes to meet any need. The goal is always to make snacking easy- whatever the product choice.”

ABOUT CHARLIE CHAPPELL

With over 25 years of experience at Hershey, P&G, and Kimberly-Clark, Charlie Chappell is a strategic and transformational leader focused on driving growth no matter the role. As VP of Innovation and R&D, he currently leads all of Hershey’s efforts to develop and launch fabulous new products that consumers love worldwide.

Charlie leverages a unique combination of skills honed at Blue Chip CPG companies across marketing, innovation, and research and development roles to identify and capture new opportunities, create consumer-centric solutions, and deliver them to market to drive incremental growth. Charlie Chappell is at his best when placed in spaces needing transformation, where he can draw on his wide range of experiences to identify and unlock new sources of growth.

Mr. Chappell holds an MBA from Northwestern University and a BS in Chemical Engineering from Purdue University. He has worked and or traveled to over 25 different countries.