#HERSHE
Hershey’s wanted the stories of countless Indian women reaching milestones
- to reach the entire world. So it turned its 150-year-old Hershey’s bar packaging into their canvas.
The journeys of remarkable women were illustrated by spectacular women artists
The journeys of remarkable women were illustrated by spectacular women artists
on customized HER & SHE bars. Elements depicted each woman’s personality - like a lipstick-wearing wildflower portrayed eccentricity and a phoenix rising from the fire depicted resilience.
This initiative caught the attention of India’s biggest publications like The Hindu and India Today, resulting in an earned media worth of 4 million rupees. Once celebrities championing women empowerment joined in, word spread like wildfire. The stories of our sheroes reached over 6 million people and 1000s started sharing stories of their women heroes. We got 10 million impressions and an engagement of 800K. The rise in positive sentiment led to heightened brand love, with brand search queries growing by 30% and Hershey's share of voice increasing by 65%. Hershey’s led the world to celebrate the women realizing their power every single day.
