• by Sarah Mahoney , June 16, 2026

It’s not every brand that can claim “Hometown Hero” rights on Christian Pulisic, the soccer star widely known as Captain America.

But before Pulisic grew into one of the most recognizable players in the world -- and a star on the U.S. men’s national team--– he was happily kicking the ball around in his native Hershey, Pennsylvania. So the chocolate brand is honoring him with a limited-edition candy, named Pulisic’s Milk Chocolate Bars. The treats feature custom wrappers with his printed signature.

With a campaign themed “Hershey's. It's Your Happy Place,” the confectioner is introducing the chocolate bars with an ad narrated by a chocolatier (an actor, not a Hershey employee). The anthem aims to balance the gravitas due to a world-class athlete, with “he’s our boy” friendliness. The campaign is led by the Martin Agency.

And while the effort has been in the works for some time, it can’t hurt that Pulisic helped the team trounce Paraguay in its FIFA World Cup opener, including an assist. That marks the third assist he’s had in World Cup play in just five appearances. And he’s surpassed all-time great Cristiano Ronaldo, who has had just two assists in six appearances.

Ads are running on connected TV, online video, out-of-home, and paid social.

"We know your 'happy place' is about the people and places that stay with you, and Hershey is that for Christian,” said Katrina Vatter, Hershey's senior brand manager, in the company’s announcement. “The town that raised him never stopped cheering.”

The company kicked off the promotion with giveaways at Hershey's Chocolate World in Hershey and in New York’s Times Square. The company is also planning a multiday pop-up activation in Philadelphia later this month.

"No matter where soccer has taken me, my story started in Hershey," said Pulisic in the announcement. "Growing up there shaped who I am, and knowing that support is always behind me gives me a sense of comfort and confidence wherever I play.”