Oh Henry!: 4:25 Buds – Bringing Buds Together Through Media

Oh Henry!, a confectionary brand promoted its 4:25 Buds sharing pack for communal snacking among Canadians during the pandemic through hyper-contextualised ad messaging on Amazon Fire TV.

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...

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