HERSHEY, Pa. — The Hershey Co. launched its Celebrate She campaign on March 8, International Women’s Day, which honors women and girls with newly designed packaging for the company’s milk chocolate bar.
“I hope the Celebrate She campaign will raise awareness, drive conversations around recognizing the women in our lives and spark celebrations,” said Alyssa Smith,brand manager at Hershey. “Even as adults, women continue to be told by society and even by brands how they should show up. The pandemic has only amplified these pressures on women as they continue to balance work and caring for others, whether it’s children, aging parents or friends—not to mention also making time and space for caring for themselves.”
The limited-edition bars were first handed out at Hershey’s Chocolate World locations across the U.S., but the company has since made the bars available nationwide.
“I’m excited to see consumers discover these unique bars on store shelves and pick up a handful to share with their daughters, their mothers, their girlfriends, their doctor, their book clubs, their teachers and, of course, themselves,” said Smith.
Hershey partnered with Girls on the Run and is donating $150,000 and Celebrate She bars to the youth development organization that inspires girls to build confidence through lessons and physical activity.
“For over 25 years, Girls on the Run has inspired girls and women to be confident and resilient while finding strength in connection with one another,” said Elizabeth Kunz, CEO of Girls on the Run. “We are proud to partner with Hershey's Celebrate She campaign to shine a light on all the amazing shes in our lives!”
The company also began a PR and social influencer campaign, and three women were celebrated — Marsai Martin, an actress and the youngest person to ever produce a movie; Gloria Steinem, a feminist and journalist; and Katherine Johnson, a mathematician for NASA.
Another partner helping Hershey promote the female-focused campaign is Mindy Kaling, who appeared in a Celebrate She commercial.
The Hershey Co., Hershey, Pa., has more than 80 brands around the world that drive $8 billion in annual revenues, including Hershey’s, Reese’s, Kit Kat, Jolly Rancher, Ice Breakers, SkinnyPop and Pirate’s Booty.
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