Campaign details
Brand: Oh Henry! 4:25 BudsCampaign: Oh Henry! 4:25 Buds: Bringing Buds Together Through MediaBrand owner: The Hershey CompanyAgency: UM CanadaMarket: Canada
Executive summary
Oh Henry! 4:25 Buds was a new confectionary launch designed as a sharing pack for communal snacking after using cannabis. However, during the 2020 pandemic, the brand faced a tough challenge trying to drive relevance and sales with Canadian social stoners, while addressing the legal mandate of social distancing. UM partnered with Amazon to create an entirely new snackable media experience that brought buds together: Oh...