The Hershey Company: Oh Henry! 4:25

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Summary

There was a time when Canadians would've almost unanimously named Oh Henry! their go-to hunger solution. Twenty years ago, the "Oh Hungry? Oh Henry!" campaign cemented the brand's hunger credentials with its audience.

But that was the 90s, and that generation of snackers is now heading into their 50s, and the brand needed to expand beyond them.