Hershey Philippines joins the global celebration of International Women’s Day through limited edition packaging, strategic partnerships, and storytelling to empower women and girls.
This 2022, The Hershey Company’s award-winning #HerSHE campaign, which originated in Brazil in 2020, comes to life in the Philippines and six additional international markets, aimed at making inspiring invisible women visible.
In the country, the company will transform its iconic Hershey’s milk chocolate bar wrapper into a celebration of female cultural icons, featuring their accomplishments and the impact they’ve had in their respective countries.
To further extend women-forward storytelling, Hershey has donated USD100,000 and partnered with Girl Up, a nonprofit committed to advancing girls’ skills, rights, and opportunities to be leaders. In addition, it continues to amplify the voices of girls and women who are making a difference on digital and social platforms by actively using the hashtags #HerSHE and #HERforSHE.
“As a company that embraces diversity and equality, we saw a unique insight into how we can provide visibility on the role of forgotten or somewhat invisible women who make such an important difference in our society,” said Santhi Ramesh, CMO for Hershey International. Our campaigns celebrate women while communicating our core brand values. The user-generated content is authentic, and as a result, these resonate strongly with consumers.”
In the Philippines, Filipinas continue to step up from their traditional roles. Women of all ages, backgrounds, and cultures are taking the reins in their respective fields in business, science, sports, and politics and are at the forefront of social change.
Hershey Philippines has partnered with four women: Malou Perez of the PAWSsion Project, Kate Alvarez of SOS Philippines, Sabrina Tamayo of Project SMILE, and Fredeswinda Gaspar Samonte of the PGH Cancer Survivors Organization, to highlight their stories and represent women who are still overlooked and dismissed, with their achievements remaining unrecognized.
Drawing on the strength of “SHE,” Hershey Philippines is doing a limited-edition packaging sleeve of its 40g Bars, making the products a canvas to showcase the chosen unsung “SHEroes.” The packaging sleeves come in four different artworks, highlighting the journeys and the exceptional work these women do in the Philippine community.
“The recognition of the important contributions that women make every day in our society and the need to create an outlet for their voice was a key insight for us. It gave rise to our special packaging and marketing campaign,” said Ahmad Nasser, marketing director of Hershey AEMEA. “So many women are doing incredible things every day and yet are largely unknown. Our purpose-driven programs give them a platform and bring them to light to celebrate their amazing contributions.”
The limited-edition sleeves will be available via the company’s e-commerce platforms. Hershey Philippines will donate part of the proceeds to partner organizations. To know more about the campaign, please visit Hershey Philippines on Facebook and Instagram @HersheysPH.