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Digitally Printed Hershey’s Wrappers Celebrate Women

The Celebrate SHE Campaign was undertaken as a form of unique media and a vehicle to celebrate acts of courage and determination by women.

The campaign generated considerable earned media, with hundreds of posts, reposts, and likes on social media platforms.
The campaign generated considerable earned media, with hundreds of posts, reposts, and likes on social media platforms.

Perfectly positioned, with its name containing the three letters “SHE,” The Hershey Company tweaked its packaging for the first time in its history in March 2021 in support of International Women’s Day—an initiative near and dear to Hershey and its customers. Taking on the challenge of replicating the brand’s iconic metallic lettering, but in blue, yellow, and red on a digital press was Printpack, which has been honored with a Gold Award in Shelf Impact from the FPA for its efforts.

The Celebrate SHE Campaign was undertaken as a form of unique media and a vehicle to celebrate acts of courage and determination by women. As part of the campaign, Hershey created a small batch of bars with wrappers emphasizing the SHE in its name, capitalizing the letters and printing them in different colors. Four versions were created: three of the four used a single, but different color for SHE, the fourth used all three colors. 


Read article   Read a May 2021 Packaging World article about a similar campaign done by Hershey Brazil.

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