Oh Henry! 4:25
Award: Graphite Pencil
Graphite Pencil / Direct / Direct Product & Service / 2019
With Canada about to legalize cannabis, Hershey’s hunger bar Oh Henry! had a big opportunity to reach a younger generation, because when people get high, they get the munchies.
So we created Oh Henry! 4:25, a brand new bar specially formulated for the hunger that hits 5 minutes after 4:20, available nationwide for a limited time, launched with a national campaign aimed at getting stoners into stores.
Hershey’s first-to-market leap into cannabis culture paid off. We earned 69M impressions, 16.5M video views, #1 on Reddit, and 1M bars sold out, currently on eBay for 3x the cost.
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