One-Word Dictionary - Hershey’s | Clapboard Ad Archive
Hershey’s One-Word Dictionary campaign, developed by BETC Havas in Brazil for the confectionery giant’s Her For She empowerment platform in 2022, delivers a provocative intervention into the cultural and linguistic landscape by spotlighting how the term sororidade—sisterhood—was conspicuously absent from most major Portuguese dictionaries despite its resonance with contemporary gender discourse. Seizing on this oversight, the brand and agency constructed an entire book defined by a single word, curated through an open call for women—artists, writers, athletes, illustrators—to contribute their own authentic definitions and perspectives, thus assembling a living, polyphonic archive that reframes language not as a closed structure, but as a space animated by real, lived experience. This act of breaking lexical silence is strategically sharp for Hershey’s, situating the brand at the intersection of public interest marketing and corporate activism where the demonstration of social value aligns with its overarching positioning as an ally in gender equality conversations. In a market where leading confectionery players like Nestlé, Mondelez’s Lacta, Garoto, Ferrero, and Arcor increasingly emphasize community, inclusion, and responsible narrative-building, Hershey’s leverages this campaign to differentiate through authentic empowerment rather than reassuring heritage or celebratory indulgence. The creative device, which Clapboard’s taxonomy defines as FORMAT#7—Presenter Testimonial, harnesses the testimonial power of lived female voices, eschewing dramatization or product demonstration in favor of direct, testimonial-style content that educates, provokes, and mobilizes; the product itself is backgrounded, allowing the campaign’s core asset—the shifting, subjective understanding of sisterhood—to assume center stage. In execution, the documentary and social experiment approach imbues the work with credibility and gravity, inviting audiences into a participatory reflection on language, identity, and social progress while remaining acutely on-brand for Hershey’s larger commitment to inclusivity and cultural relevance. This campaign earns 71/100 in Clapboard’s global creative archive. Hershey’s One-Word Dictionary matters to the industry because it signals a shift toward campaigns where brands create real cultural value by challenging entrenched norms, rather than simply reflecting them.
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