#113: Hershey’s CGO Stacy Taffet | Modernizing a Timeless Brand Without Losing the Magic
Mon Feb 02 2026
For legacy brands, the hardest work isn’t necessarily making change—it’s choosing what to protect.
In this episode of Soul & Science, Jason Harris sits down with Stacy Taffet, Chief Growth Officer at The Hershey Company, to talk about what it takes to modernize a over 130-year-old brand portfolio while protecting the meaning people already love.
They also explore how Hershey thinks about snacking moments across candy, salty snacks, and better-for-you options. Plus the role of experimentation when measurement tools don’t capture long-term brand value. And Stacy breaks down a standout example: the Reese’s x Oreo launch, built with a culture-first, fan-powered approach that outperformed traditional playbooks.
Key Takeaways
✅ Why brand stewardship requires restraint, and not constant reinvention
✅ How to design platform-first creative built for modern attention
✅ Using cross-functional operating models to turn insight into growth
✅ When to trust the data, and when to invest beyond what’s easy to measure
✅ Balancing nostalgia and innovation without diluting legacy brands
Memorable Moments
💡 “Restraint is harder than reinvention.”
💡 “In a world of sensory overload, people want something they can trust every time.”
💡 “We shifted from reach-first to resonance-first.”
💡 “Business is a matter of human service.”
Brought to you by Mekanism.
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For legacy brands, the hardest work isn’t necessarily making change—it’s choosing what to protect. In this episode of Soul & Science, Jason Harris sits down with Stacy Taffet, Chief Growth Officer at The Hershey Company, to talk about what it takes to modernize a over 130-year-old brand portfolio while protecting the meaning people already love. They also explore how Hershey thinks about snacking moments across candy, salty snacks, and better-for-you options. Plus the role of experimentation when measurement tools don’t capture long-term brand value. And Stacy breaks down a standout example: the Reese’s x Oreo launch, built with a culture-first, fan-powered approach that outperformed traditional playbooks. Key Takeaways ✅ Why brand stewardship requires restraint, and not constant reinvention ✅ How to design platform-first creative built for modern attention ✅ Using cross-functional operating models to turn insight into growth ✅ When to trust the data, and when to invest beyond what’s easy to measure ✅ Balancing nostalgia and innovation without diluting legacy brands Memorable Moments 💡 “Restraint is harder than reinvention.” 💡 “In a world of sensory overload, people want something they can trust every time.” 💡 “We shifted from reach-first to resonance-first.” 💡 “Business is a matter of human service.” Brought to you by Mekanism.