SAO PAULO – Hershey and the agency Aktuellmix created a promotion that innovates eating chocolate through the powers of the internet. They launched the “Open Your Mouth and Eat the Site” campaign that challenges the consumers, using a site made with real chocolate pieces. This platform allows the consumers that buy Hershey’s products to eat the virtual pieces and receive an equivalent piece made of chocolate at their homes.
Aktuellmix developed this concept that’s inspired by internet trends. They focused on this idea of having an ‘eatable chocolate site’. “We thought of an action that could communicate Hershey’s in a unique way to various different profiles and audiences. We have designed numerous different chocolate shapes, as well as fun illustrations. We are sure that everyone will find their favorite piece”, said Fabio Megulhao, Vice President of Planning and Creative at Aktuellmix.
The agency created more than 150 chocolate molds that are distributed across 1200 different illustrations that are available for consumers. They vary from astrological signs to pop culture icons. There are even memes. The consumers can choose their own customized design. This makes the chocolate they receive have a more personal touch.
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