Women’s Day SHE Bar QR Cause
The Hershey Company – Hershey’s SHE Bars
Campaign Objective
To celebrate Women’s History Month by engaging consumers through packaging that links to a women-empowerment cause.
Campaign Story
The Hershey Company re-released its special “SHE” bars for International Women’s Day 2023. Each bar’s wrapper featured inspiring adjectives for women and included a Girls on the Run logo. Scanning the QR code on the back led to a webpage about Hershey’s partnership with Girls on the Run, further promoting their mission of uplifting women and girls. The story tied the product to a real-world cause, making the chocolate purchase more meaningful.
Execution
Designed new “SHE” bar wrappers celebrating women
Printed Girls on the Run logo and a QR code on each package
Consumers scanned the code to reach a co-branded site about supporting girls and women
Site provided info on the initiative and how Hershey’s and Girls on the Run are partnering
Bars sold nationwide during Women’s History Month, driving scans and social sharing of the campaign message.
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