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.

#113: Hershey’s CGO Stacy Taffet | Modernizing a Timeless Brand Without Losing the Magic