MUSE Gold

2022

Her She Special Edition Pack Launch

Entrant Company

Oddinary

Category

Typography - Packaging / Product

Client's Name

Hershey's Bars

Country / Region

India

Introduction:

Hershey’s as a global organization is “Women First” & celebrates their togetherness. Hershey’s India wanted to own the occasion of International Women’s day by creating Limited edition Pack. In line with the international campaign, they wanted to acknowledge the potential of Indian women achievers by giving voice to the several “unsung stories” on pack canvas.



Challenge:

The opportunity was to leverage the occasion of International Women’s Day & drive engagement & positive brand sentiment. The brand is relatively new in India and is still in the journey of building brand identity. Hence the Limited Edition pack had to do both, look special as well as retain essential branding elements like product shot and the complete Brand Name unlike its international counterparts which could take a lot more creative liberties given how established the brand is.



Solution:

The team used the pack design as a key lever to bring alive stories of un-recognized Indian sheroes creatively. The theme for the campaign this year was ‘Making the INVISIBLE VISIBLE’, and the pack did just that. The pack brought to life the contributions and achievements of some phenomenal women with custom illustrations. Be it in the field of photography, performing arts, social work, sports or feminism, these powerful women – Aishwarya Sridhar, Dhvani Kothari, Sandhya Rai, Rukmini Vijayakumar, Pooja Taparia and Falguni Vasavda Oza, have not only made a name for themselves but also left an indelible mark on one and all with their journey. The pack recognised their body of work and accomplishments and brought to the forefront the stories of these women leaders who hail from diverse fields in a stunning design that not just had immense shelf throw but also raised the brand equity and brand love of this iconic brand.



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