Jennifer Stack
VP Social Media at Momentum Worldwide
Canada
TitoloOh Henry! 4:25 (Case Film)
Agenzia
Campagna Oh Henry! 4:25
Cliente The Hershey Company
Marca Oh Henry!
Data di Prima Diffusione/Publicazione 2018 / 6
Settore Caramelle
Trama Hershey’s-owned Oh Henry! had become a “dad bar,” invisible to the millennial target. But with Canada about to legalize marijuana, the brand knew more millennials than ever would be smoking up. And when people get high, they get the munchies. A new Oh Henry! 4:25 bar was specially formulated for the intense hunger that hits five minutes after 4:20 (a slang expression for smoking marijuana). The multi-platform campaign rolled out on 4/25/2018, with a branded dispensary.
Filosofia Oh Henry! is the #1 chocolate bar millennial males turn to when they get hungry. And with the approaching national legalization of marijuana in Canada, we saw a big opportunity for Oh Henry! and parent brand Hershey's. With more people on track to smoke marijuana than ever before, we also knew there soon would be more hungry Canadians out there, because when people get high, they get the munchies. So we created Oh Henry! 4:25, a brand new bar specially formulated for 5 minutes after 4:20 (which is stoner slang for anytime cannabis users light up). This redesigned Oh Henry! stripped away the chocolate and added 25% more salty peanuts and 7 grams of gut-filling protein. To launch the bar ahead of a national rollout, we gave our target the chance to sample Oh Henry! 4:25 bars at a branded 'dispensary' created in partnership with Mint (Hershey's XM and PR agency) in Kensington Market, ground zero for cannabis culture in Ontario and steps from existing cannabis dispensaries. The space was designed to look and feel like a higher-end dispensary, with bars on display under glass countertops and in glass jars along the wall, and a special appearance by stoner food legends Epic Meal Time who helped launch the pop-up on 4/25/2018 by creating a hundred-pound 4:25 bar for eager fans. In addition to the dispensary, we showed up at the 2018 Global Marijuana March at 4:25PM to distribute a total of 15,000 bars. Teaser content shot at both events was created to announce the upcoming national launch of the bar, with paid nationwide media going live the morning after the passing of Bill C-45 through the Canadian Senate was announced to the world, right when conversations and enthusiasm around legal recreational marijuana were at their peak. To date, the campaign has garnered nearly 44 million earned media impressions across both traditional and cannabis-oriented publications, nearly 3M video views, over 15k social reactions, comments and shares, and reached #1 on /r/funny (a popular sub-Reddit with 20million+ subscribers) with over 36k upvotes in a community notoriously critical of advertising.
Tipo di Media Case Study
Lunghezza
Head of Client Services
Media Agency
PR Agency
Account Supervisor
Account Director
Planner Director
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Copywriter
Art Director
Head of Production
Agency Producer
Casa di Produzione
Producer
Producer
Direttore della fotografia
Direttore della fotografia
Direttore della fotografia
Social Media Director
Social Media Manager
Editing Company
Editor
Designer
Chief Executive Officer (CEO)
Managing Director
Senior Marketing Manager
Marketing Manager
Associate Marketing Manager

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