Sweet, salty, or both?

The brief

Hershey set out to revamp the Reese’s spinner around four things at once: planogram flexibility, shopper accessibility, sustainability, and cost. The display had to maximise capacity, adapt to the different planograms retailers run, use materials that meet Hershey’s PSD sustainability guidelines, go up quickly in store, and come in under the cost of the unit it replaced.

What we built

A metal-framed spinner with twelve adjustable wire shelves. Each shelf sets at a range of heights and angles, so one fixture covers planograms that previously needed separate builds, and angled shelves bring product forward to the shopper rather than making them reach.

The design leans on what the brand already owns: the Reese’s orange, chosen for its association with energy and fun, and the silhouette of the cup itself, moulded and mounted at the crown so the unit identifies itself across the store. Interchangeable graphics let the same chassis carry a new promotion without a new display.

Built to the sustainability spec

Every substrate was reviewed against Hershey’s PSD guidelines. The PVC top surface became white sheet metal. PVC printed risers became styrene. The white MDF side panels and the brown finish panels were replaced with edge-banded panels, sheet metal and wire assemblies. The moulded Reese’s cup is made from 50% recycled plastic.

Reducing packed weight brought the unit inside KDF shipping, cutting the carbon footprint of getting it to store by 12%. Interchangeable graphics extend how long the fixture stays in service before it is replaced at all.

Results

The spinner disrupted the confectionery category and opened with an initial order of 350 units. The redesign took 15% out of material cost while adding flexibility through the angled shelves, and the adjustability lets retailers run tailored promotions that lift sales per transaction.