New Exhibit Opens at The Hershey Story Museum

New Exhibit Opens at The Hershey Story Museum

"From Hershey Industrial School to Hershey CEO: The Story of Bill Dearden" Features Nostalgic Hershey Advertising

Visitors toThe Hershey Storycan now learn the fascinating story of William E. "Bill" Dearden at a new, special exhibit called "From Hershey Industrial School to Hershey CEO: The Story of Bill Dearden."

Dearden was an underprivileged boy who attended Hershey Industrial School (now Milton Hershey School) and the only graduate to become CEO of Hershey Foods Corporation (now The Hershey Company). Most notably, his leadership led the chocolate company to start using mass media advertising in the late 1960s, well after its competitors. The new exhibit, which opened to the public on May 3, 2024, features a variety of vintage television commercials.

Following Milton Hershey's death, the company's conservative business model relied primarily on its reputation for quality. By the 1960s, that model was no longer successful. As a result, the company's dominance in chocolate and market share declined. Dearden championed securing top talent from external sources such as Mars and Scott Paper. He also inaugurated a strategic planning process that built a new marketing department and restructured the sales department. Other successes included new product development and company acquisitions.

"Guests can learn about Bill Dearden, his charismatic leadership style and his commitment to fulfilling Mr. Hershey's legacy," said Valerie Seiber, senior manager of historical collections and exhibitions at The Hershey Story Museum.

Visitors can see a collection of Dearden's personal items as well as several iconic commercials-advertising campaigns that helped Hershey reclaim the number one confectionery chocolate spot, which it still holds today.

"The 1970s and 80s featured much-loved jingles and slogans such as 'Hershey's-the great American chocolate bar,' and 'Two great tastes that taste great together,'" added Seiber.

The new exhibit will also feature the story of how Reese's Pieces became the first Hershey's product to be used in a major motion picture, "E.T. the Extra-Terrestrial." Guests can see nostalgic product packaging and the development of new products like Rally and Frostin'. Younger guests can enjoy several interactive activities, including a scavenger hunt and a slogan scramble.

Visit the New Exhibit

Entry into the exhibit is included in admission to the Museum Experience. Members of The Hershey Story are free. For hours of operation, please visit HersheyStory.org.

The exhibit has been made possible with the generous support from The William and Mary Dearden Foundation, Milton Hershey School and The Hershey Company.