What You Need to Know
Hershey modernized its 1989 “Holiday Bells” commercial by turning the stop-motion Kisses spot into an interactive, multichannel experience you can try in person and online. The brand brought the ad to Rockefeller Center with an LED musical mat that lets you recreate the bell performance and capture your own content. Hershey returned the spot to air during the Dec. 3 Christmas in Rockefeller Center special and kept the original simple charm of the 15-second ad while choosing not to use AI-generated assets.
The campaign runs across TV, social, and digital platforms. You will find branded effects on TikTok and Snapchat, a SiriusXM home screen tie-in, a Candy Crush rewards feature, a Lainey Wilson music video, and influencer activations. Vinny Rinaldi, who now leads consumer connections, oversees the effort to join media, creative, and packaging so your experience feels consistent whether you see the ad on TV, a phone, or a store shelf.
