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

Client: Hershey's
Date: May 2019
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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.


Advertising Agency: BETC/Havas

CCO: Erh Ray

ECD: Andrea Siqueira

Creative Directors: Andrea Siqueira, Lucas Ribeiro, Alexandre Kazuo

Copywriter: Gabriel Sotero

Art Director: André Batista, André Ignatiuk

Illustrator: André Ignatiuk

Brand & Business: Daniela Keller, Fernanda Modena, Izabel Petegrosso, Maíra Castro

Channels & Engagement: Carlinha Gagliardi, Ariane Finavaro, Marcel Santos

Strategy: Agatha Kim, Murilo Oliveira, Milena Nakata, Ellen Rodrigues

RTV Production: Anna Luisa Ferraz

Producer: Renata Fabri

Motion: Isaias Campos

Photographer: Estúdio Genga

Graphic Production Director: Gilmar Souza

Graphic Producers: Carlos Valeriano, Plínio Junior, Márcio Brusaferro, Marcos Nascimento, Adriana Wrege, Sabrina Zilli

Client: Marcel Sacco, Emerson Cação, Rodrigo Campos, Maitê de Carvalho

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