Interview: Talking Hershey Super Sweet Adventure

We sat down with Caitlin Maloney, VP, Creative, and Kelly Easterling, SVP, Experiential Design & Production, at OGX to talk about their partnership with Hershey and how they came to create the experience

What inspired you to create an original story for the Hershey Super Sweet Adventure, primarily since your previous projects were based on established film and TV IPs?

Aligning with OGX’s dedication to innovation, the opportunity to create an entirely new world rather than recreate one was an exciting challenge. Together with our partners at Hershey, we recognized that a compelling narrative would be the key to creating emotional resonance. We knew it had to go beyond a typical brand activation to offer enough value to inspire guests to spend their limited time and money on our experience. Developing an original story allowed us to explore deeper themes and push ourselves creatively in new ways. While it came with challenges, it has been the most fun and rewarding experience I’ve had to date.

How did you approach developing a narrative that resonates with families and appeals to visitors of all ages?

Caitlin: The Hershey Company is uniquely all-ages and excels at creating brands that reflect that inclusivity. We began by identifying the key brands we felt were critical to represent, each with incredible reach. Once we aligned on the priority brands to highlight, we explored what makes them special — the essential, even emotional qualities that make them more than the sum of their ingredients. This gave us a strong foundation rooted in relatable, meaningful themes that transcend age.

We drew deep inspiration from storytelling greats: the way Pixar films and Muppets content operate on multiple levels, how Walt Disney Imagineering attractions use holding spaces to build immersive worlds, and so much more. For example, the experience includes a number of “faux doors,” hinting at stories and worlds beyond the confines of the guest experience. Kids love ringing the doorbells and hearing audio reactions, while the content often delivers a playful “wink and a nod” for adults.

We also intentionally designed the experience to leave room for growth and development. No attraction comes alive until guests step into their roles, and we’re continually learning from our audience. It’s exciting to work with a strong core concept, offering endless opportunities to adapt, flex, and build upon its foundation.

What significant challenges did you face in crafting an engaging and immersive story from scratch, and how did you overcome them?

Caitlin: With brands as iconic and universal as Hershey’s, every consumer brings their own unique relationship to the table. Distilling the right stories to drive the most universal appeal came with its share of debates and decisions.

We also worked with a wide range of products across the Hershey portfolio, each with its own distinct brand personality, nuances, and guidelines. Our team at The Hershey Company were incredible partners, helping us navigate every step of the process. They illuminated what was most important and guided our ideas to align seamlessly with their brands.

How has the audience responded to the original storyline, and what feedback have you received from families visiting the attraction?

Caitlin: While there’s always room to learn and improve, the experience has been incredibly rewarding so far. The most fulfilling aspect has been seeing how the story engages the entire family, encouraging them to play together. It transforms the space into more than just a playspace, giving guests a shared purpose and a way to connect with what they’re doing. It helps adults engage on a child’s level and inspires everyone to use their imaginations.

We’re also learning a great deal about the different demographics we attract and how our cast can adapt to varying needs — not just for individual guests but for their unique group dynamics. How do we engage a teenager while helping them create memories with their younger sibling? How do we communicate a story to the littlest guests still developing comprehension skills, and how can we invite their parents to support them? How do we ensure adults feel engaged while their 7-year-old is racing ahead? Most importantly, how do we accomplish all this simultaneously and seamlessly so every guest leaves with a rewarding and memorable experience?

Why did you partner with a brand like Hershey for this project, and how did their brand identity influence the storytelling process?

Caitlin: Hershey’s is timeless and omni-generational. Their brand represents more than just candy – it’s the memory of Grandma’s crystal bowl of Hershey’s KISSES chocolates on the coffee table, the thrill of discovering the house that gave out full-size HERSHEY’S bars on Halloween, or sharing a bag of TWIZZLERS twists with a crush at the movie theater. Everyone has fond memories of sharing a Hershey’s candy with someone they love.

Even the physical product design embodies the spirit of sharing, which lies at the heart of Hershey’s ethos. Whether it’s a chocolate bar designed to split into pieces or a pack of REESE’S with two cups to share, togetherness is woven into their DNA. Capturing that spirit served as a constant north star throughout our creative process.

Transitioning from designing experiences based on known IPs to creating an original attraction, what unique opportunities and challenges did this present?

Kelly: We found ourselves with a rich and vibrant IP and a vast range of potential stories and avenues to explore. A key part of the design is the visual language and storytelling. A well-curated and developed narrative helped ensure that our design decisions were cohesive. While our audience may not immediately perceive a sophisticated story narrative, their experience is improved exponentially.

For example, one guiding principle we followed that helped to keep us on track was ensuring every design idea served the story. If a concept or technical solution didn’t support the narrative and make sense in the overall attraction, we set it aside – no matter how cool or exciting it was on its own.

How did you ensure the design elements cater to families, making the experience enjoyable and accessible for all age groups?

Kelly: This process was incredibly fun. Our team took the time to play and interact with the elements, immersing ourselves as if we were guests — and even children. It wasn’t uncommon to find Caitlin Maloney (VP of Creative) sitting on the floor, experiencing the attraction from a child’s perspective.

Our ultimate goal was to create an environment that encourages families to be active and play together. The results have been fantastic. Every day, we witness families and friends of all ages exploring and sharing moments of wonder together!

What were some of the primary design challenges you encountered in bringing the original story to life, and how did you address them?

Kelly: The physical design of Hershey Super Sweet Adventure invites guests to freely explore and uncover the wonders (and secrets) of our workshop. To achieve this, the design had to inspire engagement and exploration without feeling like a linear walk-through story.

We met this challenge by stepping into the experience from different viewpoints, ensuring that each area organically drew guests to the next. Using a detailed 3D model, our team iteratively adjusted, added and scaled design elements countless times. This approach ensured that every perspective within the experience delivered a visual story, sparking adventure and discovery at every turn.

What has been the response from visitors regarding the design aspects of the attraction, and how have their experiences informed any adjustments?

Kelly: With any creative endeavor, there’s always a moment of anticipation as we wait to see how audiences will react – and this was no exception. Thankfully, the response has been overwhelmingly positive. It’s fascinating to see how families gravitate toward different experiences and interactives.

Throughout the adventure, guests experience a wide range of energy and excitement. From the high-energy “Combo Cannons” in the REESE’S area to the calmer creative vibes of the Hershey’s KISSES Share Shop, we’ve watched guests explore enthusiastically, their smiles and laughter filling the space.

We’ve gained invaluable insights into which design elements resonate most with our guests. Some experiences turned out just as we’d hoped, while others surprised us with their popularity. These discoveries continue to inspire new ways to engage our audience and evolve the story of Hershey Super Sweet Adventure. You never know what’s coming next – you’ll just have to visit again to find out!

How did Hershey’s brand identity influence your design choices, and what was the process of integrating their iconic elements into the attraction?

Kelly: The Hershey brand is rich, iconic, and everywhere—but we aimed to go beyond the predictable. Instead, we set out to create an experience that reimagines and celebrates this beloved brand in fresh and imaginative ways. By crafting a narrative rooted in the deep personal connections people have with Hershey and its products, our creative team gave the design team the freedom to create something that speaks to why guests cherish these brands.

We incorporated the iconic color palettes, shapes, and even the smells of favorite candies and confections, but this experience is about more than just candy. It’s about our shared love for these treats and why they hold such special meaning in our lives. To bring that vision to life, the design team developed interactive elements that capture the essence of the brand—celebrating the bold fruitiness of Jolly Ranchers and the signature twistiness of TWIZZLERS – turning these beloved treats into unforgettable moments.