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.” ⏱️ Chapters 00:00 – Introduction 02:15 – Meet Stacy Taffet, CGO of The Hershey Company 05:30 – What Brand Stewardship Really Means 09:00 – Modernizing a 130-Year-Old Brand Portfolio 13:00 – Snacking Moments: Candy, Salty & Better-For-You 17:30 – The Role of Experimentation in Brand Building 21:00 – When Data Doesn't Capture Long-Term Brand Value 25:00 – The Reese's x Oreo Launch: A Culture-First Playbook 29:30 – Platform-First Creative for Modern Attention 33:00 – Key Lessons in Balancing Nostalgia and Innovation Brought to you by Mekanism.