Oh Henry!: 4:25 Hunger Bar Launch

Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

Campaign details

Brand: Oh Henry!Brand owner: The Hershey CompanyLead agencies: UM Canada, AnomalyContributing agencies: Reprise, MINTCountry: CanadaIndustries: ConfectioneryMedia channels: Events & experiential, Integrated, Online video, Outdoor, out-of-home, Packaging & design, Product & sampling, Public relations, Social media, Word of mouth, influencersBudget: 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...

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