Oh Henry! is Canada's #1 chocolate bar for hunger, but millennials are still more likely to think of Snickers when they get hungry. In fact, most Oh Henry! consumers are 45+.
To strengthen Oh Henry!'s leadership position, the brand needed a way to win the attention and affection of a younger generation of hunger bar buyers. This meant creating a campaign that would go way beyond the clutter of standard candy bar advertising.
Traditional approaches yield traditional results. So instead, we threw convention out the window and drew upon the collective power of PR, media innovation and creativity to execute a brilliant, audacious, never-been-done-before idea.
With the legalization of cannabis in Canada quickly approaching, we saw a massive opportunity for Oh Henry! to build rapport with Millennials – who over index on cannabis consumption by 65% – and authentically align Oh Henry! with the cannabis conversation.