MOORE’S SWEET DEAL: For many visitors to New York, their shopping expeditions begin and end in Times Square where 346,540 pedestrians passed through in the month of March alone. Considering warmer days are ahead and that monthly figure was about a 15 percent gain compared to the Times Square Alliance’s February 2016 tally, the neighborhood should only get busier this summer. With that in mind, Hershey’s transformed its Chocolate World store with new Team USA branding. As a sponsor of the United States Olympic Committee, and the U.S. Olympic and Paralympic teams, the company made its patriotic Team USA products available in the New York location April 27 for one day in advance of the May 6 nationwide launch. For the first-time in its 122-year history, Hershey’s has updated the packaging on its chocolate bar.
To rev up Olympic fans before this summer’s Olympic Games in Rio de Janeiro, Hershey’s retooled the Times Square location as Team USA Celebration Central with Team USA themes and products for the pop-up event. Five-time Olympic gymnast medalist and Hershey’s brand ambassador Shannon Miller, a standout at the 1992 and 1996 Summer Olympics, talked up the first-year partnership with Team USA at an event in the store Wednesday morning. Artist Matt W. Moore helped create the set of athlete illustrations featured to commemorate Hershey’s partnership with the USOC in a large canvas at the store. The painting is meant to mark Team USA’s 100-Day Countdown to the Games. There was Hershey-branded Olympic apparel at the kickoff event, but it was not available for sale, according to a company spokeswoman. (Miller also has her own activewear collection with Alpha Factor.)
Moore, whose portfolio includes work for Nike, New Balance, Apple, Gravis and Ray-Ban among others, also has his own action-sports inspired line, Glyph Cue, as well as a home line called Core Deco. For his Hershey’s endeavor, he helped out with the early packaging designs for Hershey’s senior director of global design Ron Burrage and the Cincinnati-based creative agency GoDutch.