Hersheypark’s popular indoor coaster Laff Track has been rebranded as the Shaq-A-Licious Laff Track for the Halloween season. This revamped coaster is a collaboration between Hersheypark and Shaquille O’Neal who had previously partnered with The Hershey Company in 2024 for the launch of his Shaq-A-Licious XL Gummies. More information on the rebranding of the Shaq-A-Licious Laff Track can be found at: Hersheypark Announces Shaq-A-Licious Laff Track.
Despite circulating hype for the Shaq-A-Licious Laff Track, Hersheypark’s rebranding decision was ill-conceived. Hersheypark should have chosen to permanently revamp a different ride rather than briefly replace an already popular and Halloween-esque attraction.
The rebranding of the Laff Track follows an interesting trend of the amusement park updating older rides into new and improved features, most notably Wildcat’s transition to Wildcat’s Revenge. The Laff Track will only be known as the Shaq-A-Licious Laff Track until November 2, marking the end of Hersheypark Dark Nights. Nevertheless, this rebranding is an exciting marketing idea on paper, but ultimately, is due to be a bigger mistake than the theme park may expect.
The integration of the larger-than-life personality and whimsical energy of O’Neal’s gummy candies into the Shaq-A-Licious rebranding is charming; it incentivizes parkgoers to revisit a fan favorite ride. The Shaq-A-Licious Laff Track’s charm mirrors the humor and unseriousness of the Shaq-A-Licious XL Gummies.
Despite the excitement surrounding the amusement park ride’s new branding, it is unfortunately not a great time to make this rebranding decision. The Laff Track by itself is filled with clowns and laughter, features easily manipulated and marketed for the Halloween season.
Rather than completely reworking an already Halloween-themed ride, Hersheypark should have rebranded a different ride with O’Neal’s personality. The original Laff Track already shared the same whimsical energy as the Shaq-A-Licious XL Gummies; pouring money into rebranding the Laff Track into something it essentially already was may not have been the most financially viable decision for Hersheypark to make. The idea to rebrand a popular Halloween-themed ride into a brand deal is not a smart idea, and Hershey should have taken more time to think through this concept.
Ultimately, the Shaq-A-Licious Laff Track rebrand was an ineffective marketing decision that took away from the feeling the original Laff Track possessed. Although the brand deal is a great way to get more eyes on their company, Hersheypark’s decision is ill-timed. For more details, one can visit the ride at the Hersheypark Dark Nights event running until November 2.
