Betting on a trend already seen in the market, the Hershey’s, the American chocolate giant and an authority when it comes to chocolate bars, invests in its diverse portfolio of flavors created to please everyone and launches a robust 360 marketing campaign with the slogan ‘Bar Lovers. Just who knows’.
Prepared by Publicis Brasilthe campaign seeks to create a sense of belonging among consumers and the brand’s main credential, using advertising pieces in which people passionate about Hershey’s They start to see the iconic chocolate bars everywhere around them: in straight lines, in buildings across cities, on tiles in rectangular objects. In other words, chocolate bars invade the streets and become the main form of gift to celebrate Easter.
The chocolate exchange is a traditional moment at Easter, a symbolic date that brings family and friends together and creates emotional connections, but in Hershey’s We are always looking for innovation and doing things differently. We understand that new times bring new behaviors, and new formats call for new traditions, which is why we are proposing an Easter with chocolate bars as a gift, explains Raquel Albernaz, Marketing Director at Hershey’s for Latin America
The campaign of Hershey’s It began with impactful participation in the program ‘Caldeiro do Mion’, which airs every Saturday on Rede Globo. As part of the brand’s sponsorship of the program, video commercials, developments on social media, partnerships with influencers from Globo’s ViUHub brand, OOH media deliveries and activations at points of sale and in various spaces in the city of São Paulo will also be broadcast.
Immersive Experience
The highlight of the Easter campaign Hershey’s will be an immersive experience in the last week of March until the 31st. The brand will offer a vine, a traditional Easter arrangement at points of sale with chocolate eggs, entirely made of bars Hershey’s . Anyone who passes through the CPTM Luz station will be able to enter a real tunnel that will provide an explosion of sensations. In addition to the visual aspect of the bars hanging from the ceiling and side walls, the user will be enveloped by the smell of chocolate. As part of the activation, thousands of bars Hershey’s will be distributed to users on the 26th, 27th and 28th from 10am to 4pm.
Is a different but still delicious Easter possible? It is very possible and this Easter is the Hershey’s prope. Inside each of us there is a Barra Lover. And the idea is to show that for all of them there is a bar Hershey’s. The vines, so iconic of Easter, will be formed by bars on the walls and ceilings. TheHershey’s coming with everything and proposing a different Easter, says Luti Nobre, Creative Director at Publicis.
Hershey is an authority on chocolate bars. In addition to pioneering flavors combining coffee and chocolate with the ‘Hershey’s Coffe Creations’, was the first to launch bars with a high cocoa content with the ‘Special Dark’ line. The brand also has great receptivity in the iconic regular bars, with highlights including Ao Leite, Hershey’s Cookies’N’Creme40% Semi-Bitter and Ovaltine.
This Easter, the new addition will be the Bolo Tentao flavor bar, launched at the end of last year, as a limited edition. The selection was made through a public vote in the ‘Duelo de Sabores’ action held on social media in celebration of the company’s 25th anniversary. Hershey’s No brazil.
Advertiser:Hersheys
Title: BarLovers. Just who knows.
Agncia:Publicis Brasil
CCO:Mauro Ramalho
ECD:Fabio Astolpho
DC:Luti Nobre
ACD:Isadora Greiner
Creation:Ana Aguiar, Nahjila Dovidio, Leonardo Milani
HeadofProduction:Valeria Andrighetti
RTV:Luize Oliveira,AndNiele Pizzo
Directorofday M:Fabiana Rodrigues
Day M:Marianna Garcia, Araceli Giatti, Tatiane Santos
VPofplanning:Juliana Elia
Planning:Catarina Melo, Nathalia Fernandes, John Oliveira
Service:Hub Hersheys
Headofprojects:Maria Fernanda Laudisio
Projects: Lorane Maximo, Marcelo Holanda, Henrique Moreira Navarro
HERSHEY
Marketing Hersheys:Larissa Diniz, Raquel Albernaz, Rodrigo Campos, Ana Carolina Cosin, Amanda Mendona, Gabriele Nascimento
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