What’s in this article:
- Hershey’s name plays a nice twist in celebrating International Women’s Day
- The brand seeks to engage its target market in a number of ways to honor women this month
For Women’s History Month, Hershey’s is playing up the central pronouns in its brand name with a special issue (a few thousand) “Celebrate HerSHEy’s” bars. These are not sold in your standard grocery and drug stores but will be given out free if you are in the right place at the right time.
That is on March 8, to mark International Women’s Day – 1,000 units will be reserved for each Hershey’s Chocolate World location, according to the press release. So, if you want, you better be sure to be in the vicinity of Hershey, PA, New York City Times Square or Las Vegas on this Monday.
Suzanne Jones, Vice President, The Hershey Experience, explained the distribution location as associating them with the “lifelong memories” people acquire on visits to these chocolate-themed attractions: “We couldn’t think of a better place to put a smile on a face through the simple gesture of ‘Celebrating SHE’ and honoring all the women in our lives by giving out these limited-edition chocolate bars.”
It’s not just about the pronouns on the label but the women they refer to. In addition to those people personally know, the Hershey brand offers others we may think of in its short video featuring famous figures from the last century and the present.
In just 30 seconds, it runs through women famous for their achievements in sports, women’s rights, entertainment, science, etc. It shows likes of Billie Jean King, Gloria Steinem, Gilda Radner, Katherine Johnson, among others.
In addition, the brand seeks to engage its target market by inviting people “to share in the celebration of SHE by sharing a picture of a woman you are celebrating on social media and use the hashtag #CelebrateSHE.” The brand intends to select from those and share them through the month.
Veronica Villasenor, Vice President, Chocolate, The Hershey Company, noted, “We want to encourage everyone to share some extra goodness and take a moment to celebrate the ‘SHEs’; the women and girls who have inspired us, motivated us and have made a positive change in our lives.”
While the campaign is not exactly original, the video is nicely done, showing not just the “SHE” of the brand but the “Her” that precedes as well, as those key words flash on the screen in relation to the key figures. You really do have to give the candy company points for paying attention to how its name plays so well into a campaign to celebrate women.
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