| felsefe | Oh Henry! is the #1 chocolate bar millennial males turn to when they get hungry. And with the approaching national legalization of marijuana in Canada, we saw a big opportunity for Oh Henry! and parent brand Hershey's. With more people on track to smoke marijuana than ever before, we also knew there soon would be more hungry Canadians out there, because when people get high, they get the munchies. So we created Oh Henry! 4:25, a brand new bar specially formulated for 5 minutes after 4:20 (which is stoner slang for anytime cannabis users light up). This redesigned Oh Henry! stripped away the chocolate and added 25% more salty peanuts and 7 grams of gut-filling protein. To launch the bar ahead of a national rollout, we gave our target the chance to sample Oh Henry! 4:25 bars at a branded 'dispensary' created in partnership with Mint (Hershey's XM and PR agency) in Kensington Market, ground zero for cannabis culture in Ontario and steps from existing cannabis dispensaries. The space was designed to look and feel like a higher-end dispensary, with bars on display under glass countertops and in glass jars along the wall, and a special appearance by stoner food legends Epic Meal Time who helped launch the pop-up on 4/25/2018 by creating a hundred-pound 4:25 bar for eager fans. In addition to the dispensary, we showed up at the 2018 Global Marijuana March at 4:25PM to distribute a total of 15,000 bars. Teaser content shot at both events was created to announce the upcoming national launch of the bar, with paid nationwide media going live the morning after the passing of Bill C-45 through the Canadian Senate was announced to the world, right when conversations and enthusiasm around legal recreational marijuana were at their peak. To date, the campaign has garnered nearly 44 million earned media impressions across both traditional and cannabis-oriented publications, nearly 3M video views, over 15k social reactions, comments and shares, and reached #1 on /r/funny (a popular sub-Reddit with 20million+ subscribers) with over 36k upvotes in a community notoriously critical of advertising. |