To promote Hershey's Half-Bitter chocolate, we created a campaign under the motto "Bitter, but tasty" which brings a series of situations that at first glance may look bad, but actually turn out to be positive. Through a series of analogies, we showed that the half-bitter chocolate of Hershey's has an amazing flavor. The situations were such as: an overbooked flight, a suspension contract, a sentence to work voluntarily at a panda puppy shelter, a vacation canceled, and a football player who has not passed the selection to play in the team. In all these scenarios, unlikely outcomes come true. The passenger of the plane is taken to first class, the professional receives another offer to work in the Caribbean, the sentence of the culprit is not so "bad," and more. As with bitter chocolate, it is often overlooked by consumers, though it is delicious.

“Vacation”

- You’ll have to cancel your vacation. We’re going to a conference in Vegas.

Hershey’s. Bitter, but good.