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.