Hersheys has a very recent history in the Brazilian chocolate market and a media budget that, in 2019, represented 4% of the first place’s investment. In Brazil, International Women's Day traditionally uses chocolate as a celebration, but with the lack of opportunity for women, there was nothing to celebrate. Hershey’s needed to be remembered amongst much more consolidated brands and with bigger investments. More than that, the brand wanted to enter the conversation in a positive way, increasing emotional connection with our main target: female. And if chocolate is the partner of women in difficult times, the unfavorable context of yet another International Women's Day without much progress to celebrate was placed as a great connector between these women and Hershey's. How to get into this conversation in a proprietary way? How can Hershey’s be remembered and help give women more visibility? The answer was in Hersheys' own name.

Hershey’s turned their own packaging into an art exhibition inviting six women to display their work in the “Her” and “She” wrappers. In each package, the artist's username (@) invited the audience to know more about her and, for the two musicians, a QR Code led people to their Youtube channel. Since the main focus of the campaign was showcasing the artists and their work, the art direction had few type elements and a background referring to the packaging material.