Campaign details

Brand: Oh Henry!
Brand owner: The Hershey Company
Lead agencies: UM Canada, Anomaly
Contributing agencies: Reprise, MINT
Country: Canada
Industries: Confectionery
Media channels: Events & experiential, Integrated, Online video, Outdoor, out-of-home, Packaging & design, Product & sampling, Public relations, Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Canada's Cannabis Act (Bill C-45) received Royal Assent on 21 June 2018, paving the way for the legalisation of marijuana. On the verge of one of the biggest cultural moments in recent years, many brands didn't want to get involved and risk alienating their consumers.

And then there was the Canadian candy bar, Oh Henry!.

Instead of just paying lip service to its media-savvy millennial target audience, it created a bold and daring campaign to take advantage of upcoming legalisation. Oh Henry! didn't dip a toe into cannabis culture, it jumped headfirst into the deep end. The brand carved out a radical new whitespace in confectionery: a solution for the intense hunger that hits five minutes after 4:20pm (also known as 'the munchies', an after-effect of consuming cannabis).