Hershey Made 'Her' and 'She' Bars Honoring Great Women

BETC Brazil turns packaging into a canvas

Hershey is making good use of its own name for International Women's Day, launching a campaign in Brazil that includes the creation of "Her" and "She" chocolate bars—with packaging celebrating great women musicians, illustrators and other artists.

BETC São Paulo created the campaign, which highlights illustrators Ana Flávia (@affnana) and Alessandra Lemos (@loleland), writer Luiza Mussnich (@luizamussnich), poet Camila Lordelo (@euliricas), and musicians Yzalú (@yzalu) and Bruna Mendez (@brunamendez). The packaging features work from the artist in question; and Yzalú and Bruna Mendez's packaging includes QR codes linking to their current singles. 

Check out some product shots here:

Yzalú also narrates this film promoting the campaign. A version with an English-language voiceover is below.

#HerSheGallery

"International Women's Day is marked by the struggle of women for their rights," says Ana Costa, HR director at Hershey Brazil. "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."

Hershey says 52 percent of its leadership is female, including Michele Buck, global CEO. BETC São Paulo also has majority female leadership.

"Women have increasingly conquered space in the world. However, this is a theme that can't leave the agenda," says Andrea Siqueira, the agency's executive creative director. "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."

Hershey is encouraging other women artists to share their work in social media. Posts tagged #HerShe and #HerSheGallery could have their posts shared by the brand.

CREDITS

Agency BETC/Havas
Client: Hershey's
CCO: Erh Ray
Executive Creative Director: Andrea Siqueira
Creative Director: Andrea Siqueira, Gabriel Sotero e Murilo Melo
Creative Team: André Batista, Diego Canhisares, Fernanda Peka, James Döring, Milena Cabral, Rodrigo Casanovas.
Account: Fernanda Modena, Izabel Petegrosso e Renan Santos
Media: Carlinha Gagliardi, Carlos Jordão, Julia Camargo e Dorilangio Souza
Strategy: Agatha Kim, Renato Duo, Mirella Nascimento, Milena Nakata, Isabela Cury e Jessica Scaraficci
Producer: Anna Luisa Ferraz, Andrea Carmassi e Priscyla Farina
Artist Ana Flávia, Bruna Mendez, Camila Lordelo, Lole, Luiza Mussnich e Yzalú 
Voice of the film: Yzalú, cantora participante do projeto
Photographer: Genga Estúdio
3D Producer: Origolab
Editing: Tiago Hasegawa
Sound Production Company: Jamute
Account: Kiki Eisenbraun e Sabrina Geraissate
Coordinator: Juliana Zuppo e Cassia Garcia
Sound Design: Fernanda Galetti
Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos, Larissa Schreiner e Ana Fontes

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and founding editor of Muse by Clio. Prior to joining Clio in 2018, he was creative editor at Adweek.

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