Back to School 2019 we created the HERSHEY’S Emoji Bar –designed to be an effortless catalyst for kid-to-kid connections. This first-ever change to the iconic Hershey bar in 125 years –replaced the “HERSHEY’S” stamped on each section of the bar with emojis –the kid-beloved, ubiquitous communications symbols. HERSHEY’S conducted research with both kids and parents to determine the exact 25 emoji to feature on the bars –the ones they felt would help spark a conversation and make new connections most easily. There were six different versions of the bar featuring different combinations of engaging emoji. We supported this new limited-edition bar with a 360 campaign themed “Share a Smile”. It was a simple, powerful call-to-action that let our target kids and parents know that now the start of making a new friend at school could be as easy as sharing a HERSHEY’S Emoji Bar and a smile.This program won a silver Reggie!