"When Hershey asked Brian Collins to design them a billboard," Businessweek wrote, "he came back with a proposal for this 16-story candy factory in Times Square."
Fast Company added, "The Hershey store is a blockbuster. Its gives people an opportunity to experience the brand with all five senses. Candy themed-songs play on the sound system; the smell of chocolate is in the air; every Hershey brand is available to taste. On weekends, tourists like up for blocks to get in....Hershey says more than 2.3 million people visit every year."
Collaborators: Ogilvy & Mather, JGA, Inc., Clear Channel, Inc.