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Hershey is making good use of its own name for International Women’s Day
launching a campaign in Brazil that includes the creation of “Her” and “She” chocolate bars—with packaging celebrating great women musicians
The packaging features work from the artist in question; and Yzalú and Bruna Mendez’s packaging includes QR codes linking to their current singles
Yzalú also narrates this film promoting the campaign
A version with an English-language voiceover is below
“International Women’s Day is marked by the struggle of women for their rights,” says Ana Costa
“Having this in mind is crucial when sharing experiences with our employees
to assure they know they’re working for a company that acknowledges their value and believes in their potential.”
Hershey says 52 percent of its leadership is female
BETC São Paulo also has majority female leadership
“Women have increasingly conquered space in the world
this is a theme that can’t leave the agenda,” says Andrea Siqueira
the agency’s executive creative director
“It’s really gratifying to work with a brand that understands the importance of stimulating conversation about this
doing a campaign that values female talent.”
Hershey is encouraging other women artists to share their work in social media
Posts tagged #HerShe and #HerSheGallery could have their posts shared by the brand
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023
BRAZIL — You probably haven’t noticed until now
but the brand Hershey’s has Her and She in its name
into a space to expose the work of musicians
during the month of International Women’s Day
having their work stamped on the wrapper: Ana Flávia (@affnana) and Alessandra Lemos (@loleland)
Luiza Mussnich (@luizamussnich) and Camila Lordelo (@euliricas)
Yzalú (@yzalu) and Bruna Mendez (@brunamendez)
have their photos accompanied by a QR code linked to their current singles
Yzalú (@yzalu) is also the voice behind the film promoting the campaign
In order to potentialize the talent showcase
the brand will publish the work on its social networks and digital channels
The intention of sharing the artists with the audience also extends to the final target: other female talents will be able to post their work using the hashtags #HerShe and #HerSheGallery and have the brand sharing their artistry on its channels
The recognition of women’s work is already part of the brand’s culture: 52% of Hershey’s leadership is female
“The International Women’s Day is marked by the struggle of women for their rights
Having this in mind is crucial when sharing experiences with our employees
to assure they know they’re working for a company that acknowledges their value and believes in their potential“
created by BETC São Paulo – which also has gender equality in its DNA
with a majority female leadership – will be launched on the March 5th
this is a theme that can’t leave the agenda
And it’s really gratifying to work with a brand that understands the importance of stimulating conversation about this
doing a campaign that values female talent”
agency’s Executive Creative Director