Sleeve Design: Hersheys India Women’s Day Campaign
Magazine covers & newspaper headlines carry stories of remarkable men but there are many sheroes making strides every single day who don’t have a platform to shine. Hershey’s decided to change that, by giving them the biggest platform that a brand could give, it’s very own identity.
Hershey’s turned its 150-year-old bars packaging into a canvas for the stories of extraordinary women. A platform for women artists to bring their stories to life on customized HER & SHE bars, capturing the unique personality of each woman hero.
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The packaging concept aimed to capture what these women’s actions mean to them and how they view themselves. For Falguni, it reflected her essence of being as delicate as a flower, yet as bold and resilient as a wildflower thriving in a concrete world and embracing body positivity.
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The idea was straightforward: to provide these Sheroes with a platform they deserve, where they can celebrate their remarkable work despite the challenges. Falguni, a body-positive icon, loved wearing her blue lipstick! The illustration featured vibrant colors reflecting her personality, designed to make the wildflower and her portrait stand alone yet together, symbolizing her unique identity and feelings because she is HATKE!
The campaign rolled out with engaging the audience to practice on Instagram.
Meeting the Shero’s for an interview via zoom and hearing their stories firsthand.
Hershey’s Sleeve was designed in collaboration with Tanya Paul and Shweta to bring Falguni’s story to life.
Case Study Credits: Rushikesh, Kavita, Bharat, Sanket, Rohan and Supriya.