Hershey's turns its packaging into a gallery for female artists
The Brazilian 'Her/She' campaign redesigned wrappers for International Women's Day
Mar 11, 2020
In Brazil, Hershey's used International Women's Day to showcase work by female artists on its packaging, in a campaign that also played off its brand name containing the words "Her" and "She."
Created by BETC in Sao Paulo, the "Her/She" campaign printed 30,000 chocolate wrappers with the work of six artist/influencers: illustrators Ana Flávia (@affnana) and Alessandra Lemos (@loleland); writers Luiza Mussnich (@luizamussnich) and Camila Lordelo (@euliricas); and musicians Yzalú (@yzalu) and Bruna Mendez (@brunamendez), whose photos are accompanied by a QR code linked to their current singles. The limited-edition bars will be available in selected Carrefour stores in Brazil and on the Hershey website.
The brand is also publishing the work on its social networks and digital channels, and encouraging other female talent to share their own work using the hashtags #HerShe and #HerSheGallery.