For international women's day March 8th in 2020, Hershey's didn't want to only change the packaging again. Instead, they opened it up for an exhibition!
Hershey's turned the real packaging into a canvas and invited artists to create something from scratch specifically for the Her and She wrappers.
Within a few days, the limited edition was sold out. Hershey’s also opened its social networks to all women to participate, inviting illustrators, writers, singers, dancers, and many more to share their work to be featured in the HerShe Gallery. In one week the brand received one billion total impressions and $300k in earned media.