As with ice cream, we don't really need much in the way of a special incentive to eat or purchase Hershey's Kisses. We don't know if they're our favorite way of eating Hershey's chocolate, but they certainly belong in the conversation. The gentle touch of graphical trickery Hershey's have employed in the creation of the Hershey's Kisses logo isn't really a sales aid - it's more a reminder of what you're buying.
Take a long, hard look at the letter spacing around the word 'KISSES,' and you'll see that it's very slightly irregular. That's because Hershey's have played around with the 'K' and the 'I' just enough to slot in what looks like a Hershey's Kiss. It's the same size and shape as what you'll find inside the packet, and it's a neat way of incorporating it into the logo without being too obvious.