In this episode of the Innovation Storytellers Show, I sit down with Charlie Chappell, Vice President of Innovation, Research & Development at The Hershey Company, to explore what it takes to innovate in one of the world’s most beloved brands.
Charlie’s journey is nothing short of fascinating, from his start in R&D at Kimberly-Clark, earning patents for his work, to shaping iconic brands like Pantene and Old Spice during his time at Procter & Gamble. Now at Hershey, he’s leading the charge to bring bold new ideas to life.
Charlie opens up about the joys and challenges of innovating in the food and beverage industry, particularly in confectionery. We talk about the creation of Shackalicious, a gummy line launched in collaboration with Shaquille O’Neal, and how Hershey partnered with Shaq to bring his larger-than-life personality into a product that’s flying off the shelves. Charlie also dives into the innovator’s dilemma—how to embrace change, take risks, and adapt without losing sight of what makes a brand iconic.
This conversation is packed with insights on navigating trends, identifying what’s meaningful versus fleeting, and having the courage to push boundaries—even when it means some ideas won’t work out. If you’re curious about how legacy brands like Hershey stay ahead of the curve and continue to bring joy to millions, this episode is for you.
Tune in for a sweet discussion filled with inspiration, lessons, and plenty of chocolate. Let’s innovate together!
Guest Details:
Name: Charlie Chappell
Title: Vice President – Innovation, Research & Development
Company: The Hershey Company
LinkedIn | Website | Facebook | Twitter | Linkedin
Charlie Chappell has been the Vice President of Innovation, Research & Development at The Hershey Company for nearly two years, leading both commercial and technical teams to deliver winning innovation to consumers around the world. During his tenure, he has accelerated CMG annual innovation sales by 40%, established new technical capabilities in Sweets and BFY, and built a newly integrated Salty R&D team.
His diverse background, blending commercial acumen with technical expertise, began as an R&D Product Developer at Kimberly-Clark, where he earned three patents. His subsequent 12-year tenure at Procter & Gamble in Brand Management and Innovation saw him influencing iconic brands like Pantene, Herbal Essences, Old Spice, Gillette, and Secret covering multiple countries, including a significant 2.5-year assignment based in Geneva, Switzerland.
Charlie joined The Hershey Company eleven years ago in the Marketing organization, where he rose to become Vice President – Media and Analytics. His strategic vision transformed the company’s media approach, shifting from a reliance on traditional TV to a strategy of mass personalization through digital media. He also pioneered a novel approach to media testing utilizing agile methodologies. These shifts not only accelerated growth and delivered industry-leading ROIs but also cemented Hershey’s status as a leader in media among CPG companies, with Charlie emerging as a prominent thought leader in the media industry.
