This year, Hershey's is celebrating Women's History Month in a big way with the launch of its new Celebrate SHE Chocolate Bar.
The new Celebrate SHE Chocolate Bar aims to honor and celebrate the pivotal role that women and girls play in all of our lives. The bar itself is made from the brand's signature milk chocolate and the packaging cleverly highlights the word 'SHE' at the center of Hershey's.
Beyond simply paying homage to women's history, the bar is also part of a charitable campaign. Hershey's recently teamed up with Girls on the Run – a nonprofit that aims to inspire girls to realize their limitless potential – with the goal of donating $150,000 to support the nonprofit and it's mission.
Image Credit: Hershey’s
Why This Trend Is Growing
- Feminist Branding
- Opportunity for other brands to align with social justice causes and create products emphasizing values of inclusion and gender equality.
- Charitable Food Products
- Opportunity to launch products with a charitable component, creating greater brand loyalty among socially conscious consumers while also supporting non-profits' missions.
- Gender-inclusive Marketing
- Opportunity to expand beyond traditional marketing demographics and appeal to a wider audience by embracing gender inclusivity and highlighting underrepresented voices and stories.
Industries Being Reshaped
- Chocolates and Confections
- Chocolate manufacturers can release novel products that feature unexpected packaging and ingredients to capitalize on the trend of cause-based marketing and cater to socially-conscious consumers.
- Nonprofits
- Nonprofits that specialize in gender equity or broader social justice issues can partner with corporations to launch mutually-beneficial campaigns that raise awareness and funds for their shared mission.
- Advertising and Marketing
- Marketing agencies can help businesses align their branding and messaging with social justice causes or charitable missions, tapping into the growing demand for purpose-driven products and increasing consumer trust and loyalty.
