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For International Women’s Day, Hershey Brazil has been leveraging the power of digital printing in a campaign that transforms the traditional Hershey milk chocolate package. In partnership with agency BETC Sao Paulo, they launched “HerShe” to celebrate the work of female musicians, illustrators, poets, photographers, florists and other brilliant women.
The packaging included QR codes that linked to the artists work. The campaign boldly changed the Hershey logo for the first time in history.
The campaign exceeded visibility goals for social and digital channels, and succeeded in engaging customers on a new level. Women from across the globe were encouraged to share their work along with the campaign using the hashtag #HerSheGallery.
The package and campaign are a testament to how brands can succeed in challenging the status quo while championing inclusive design, leading to unprecedented creativity and innovation.
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