Hershey's Bliss. Campaign for Happiness.

We wanted to maximize the launch of Hershey's Bliss candy by creating a movement around "Bliss" in the form of an unbranded site called "Happiness is Possible," created by ticked-off women as a response to a study questioning women's happiness in society. The offending (fake) site would be called the "Klein Study Group." It would go on to discuss "The Paradox of Declining Female Happiness." In short, it strongly questioned whether women could ever really be happy. The response to the Klein site would be a televised protest by a women's group called, "The Happiness is Possible Group." The goal was to create a dialogue between women on what defines bliss and happiness in their own words, rather than have the brand dictate what bliss is. We also wanted to create a forum that encouraged activity in the blogosphere and in the media culture. Ultimately, we wanted to enter the market and increase share by raising awareness for the brand – not only as a player in its competitive arena, but also as a brand that connects and embraces the community of women. Sweet.



max jerome * art direction * branding * consulting * web design * maxyjster@gmail.com