Hershey’s Lends Packaging for Women to be Creative

It’s the month of the ladies, and brands are doing their best to celebrate and honor women. North America’s largest and global leader in chocolate, candies, and confectionery production, Hershey’s, could not miss this opportunity to thank ladies for helping society thrive. So, it is no wonder to see that what the company did for its latest initiative was to show its appreciation towards talented ladies.

In partnership with BETC São Paulo creative agency, the brand launched “HerShe” campaign, a visual experience that nurtures women’s creativity and their amazing talent. Inspired by the company’s name, which has Her and She in its name, the agency, which is responsible for the brand’s packaging, thought that this time should not be about its creatives’ abilities. Rather, the agency took into consideration showcasing ladies’ imagination, which, once placed on paper, was carefully embedded on Hershey’s packaging.

This isn’t the first time a brand empowers women to be creative. Three years ago, during the 4th of July, Adidas decided to pay tribute to the Land of Liberty through art. To see its initiative flourish, the sportswear company invited ten female artists to create visual artworks for each of the 50 US states. Then, the images were carefully placed on the new UltraBoost X sneakers. The limited-edition running sneakers titled BOOST the Nation capture the essence of the USA, but most importantly, they reflect the women’s strong personality.

So does Hershey’s new packaging design, which was transformed into canvas so that ladies can express their endless imagination, creativity, and talent. The campaign, called #HerSheGallery, sees the milk chocolate package hosting the work of musicians, illustrators, poets, photographers, florists, and many other brilliant women, during the month of International Women’s Day. Six artists were hand-picked by the brand to embellish its packaging: Ana Flávia and Alessandra Lemos, both illustrators. Luiza Mussnich and Camila Lordelo, writer and poet, respectively. As for music, Yzalú and Bruna Mendez, have their photos accompanied by a QR code linked to their current singles. Also, Yzalú was chosen to narrate the film that accompanies the campaign.

“The International Women’s Day is marked by the struggle of women for their rights. Having this in mind is crucial when sharing experiences with our employees, to assure they know they’re working for a company that acknowledges their value and believes in their potential,” comments Ana Costa, HR Director of Hershey’s.

“Women have increasingly conquered space in the world. However, this is a theme that can’t leave the agenda. And it’s really gratifying to work with a brand that understands the importance of stimulating conversation about this, doing a campaign that values female talent”, adds Andrea Siqueira, agency’s Executive Creative Director.

Behind this initiative stands BETC São Paulo, which has gender equality in its DNA, with a majority of female leadership. The same goes for Hershey’s too, for which recognizing women’s work is already part of its culture. Via this campaign, the brand targets other females too, inviting them to share their work on social media using the hashtags #HerShe and #HerSheGallery.