The Hershey Company has been leveraging the power of digital printing technology to transform its iconic chocolate bar packaging into a celebration of women.
Now in its third year, and coinciding with International Women’s Day, the #HerShe campaign sees Hershey’s Milk Chocolate Bar packaging being used to promote and honor female talent across the world.
First launching the campaign in 2020, Hershey collaborated with HP Indigo and used an HP Indigo 20000 digital press by Brazilian print service provider Camargo Cia de Embalagens to develop 320,000 limited edition #HerShe chocolate bars. The campaign, which featured artwork to celebrate the talent of female musicians, illustrators, photographers, and poets throughout Brazil, saw tremendous success. The parallel social media campaign reached close to two billion impressions in Brazil.
This year the campaign has been run in collaboration with HP Indigo digitally printed packaging for the third time to help make ‘invisible women visible by supporting gender equality through a global movement that celebrates female achievements in science, business, sports, activism, and music’.
The Hershey’s Milk Chocolate Bars feature a QR code, also printed with an HP Indigo 20000 digital press, that will open consumers’ eyes to the many contributions of women beyond each bar. In addition, HP has unveiled a film with Hershey, amplifying how HP Indigo’s digitally printed packaging can be used, not only to keep food safe and airtight but also to elevate brand engagement through the co-creation of user-generated content, to become the ultimate vehicle for cultural relevance and on-pack storytelling.
‘Empowering women and advancing diversity, equity and inclusion is a business priority for us,’ said Santhi Ramesh, CMO at The Hershey Company. ‘We invite new perspectives, ideas, and experiences in everything we do to reflect the diversity of consumers around the world. Throughout the campaign, HP has helped us to open our eyes to the power of digitally printed packaging, allowing us to engage with our audience creatively and uniquely while celebrating women and their achievements globally.’
Commenting on the campaign, Jose Gorbea, global head of brands, agencies and sustainability at HP Indigo, added: ‘I’ve loved seeing how the #HerShe campaign has evolved over the past three years, and I’m excited to see what other personalized storytelling opportunities HP’s digital print technology can achieve in order to make tangible connections and further engagements with consumers.’