CLIENT
The Hershey Company Canada
Mathieu Gamache, Senior Marketing Manager
Sara Abe, Marketing Manager
Azim Akhtar, Associate Marketing Manager
Rebecca Paddock, Associate Marketing Manager
AGENCY
Bryden McDonald, Head of Account Management
Dave Douglass, Executive Creative Director
Daria Lysenko, Account Director
Pete Breton, Executive Creative Director
Jacqueline Lam, Account Supervisor
Jamie Marcovitch, Creative Director
Colin Kikcio, Planner
Marko Pandza, Copy Writer
Stefanie Jesney, Planner
Jennifer Stack, Social Media Program Director
Matt Michels, Planner
Timothy Chuang, Designer
Julie Caniglia, Producer
Jason Kerr, Art Director
UM
mint
Unreasonable Studios
SUMMARY
In 2017, millennial Canadians were only driving 7.7% of all Oh Henry! sales. To improve share among millennials, the brand decided to create a new, limited edition variant to relieve a specific hunger popular among the target, the munchies (cannabis induced hunger). The creation of Oh Henry! 4:25 achieved a 0.4 pt lift in household penetration among millennials, an expedited return to 2016 levels all while avoiding cannibalization of Oh Henry!. Additionally, the campaign generated 69 million earned media impressions and improved all measured brand health metrics.
