Hershey's: Bitter, but good by BETC Sao Paulo & Havas

Under the motto "Bitter, but good," BETC/Havas takes to social networks and newspapers for a campaign to promote Hershey's Half Bitter chocolate.

The campaign brings in a series of ads and Instagram stories with situations that, at first glance, may seem bad, but in fact, turn out to be being positive, to show that Hershey's bittersweet chocolate tastes great.

The series of ads plays with news that could be bitter and ends up becoming good, like an overbooked flight, a contract that was suspended, a sentence to work voluntarily in a panda puppy shelter, a vacation canceled and also a football player who did not make the team. In all these scenarios, unlikely outcomes come true. The passenger of the plane is taken to first class, the professional receives another offer to work in the Caribbean, the sentence of the culprit is not so "bad."

The newest Hershey's campaign can now be seen in the brand's Instagram and also in newspaper ad format.