Hershey’s Kisses Parachutes to Cloud Nine with SoulPancakes

The chocolate-maker’s tie-up with the new media and production outfit features a branding exercise using kindness to deliver the message behind each marque

In an effort to reinforce its brand presence using the message of kindness, chocolate-making heavyweight, Hershey’s Kisses, has rolled out a campaign in partnership with American-based SoulPancakes titled, ‘Strangers Surprised by An Unusual Reminder to Care.’

Aimed at driving meaningful conversation throughout the country, the push is led by a video designed to inspire random acts of kindness amongst loved ones, neighbours, co-workers, and even strangers. Hosted on the latter’s YouTube channel, the clip is a call-to-action encouraging viewers to promote positivity.

The unscripted execution documents multi-coloured handheld foil parachutes shaped like Hershey’s Kisses with cards attached, prompting recipients to #ShowYouCare. SoulPancake’s cameras were onsite to capture the organic reactions of participants and their gestures which included hugs, dancing and high-fives.

Throughout the push, both brands will drive people to embody warmth using #ShowYouCare across social media to acknowledge a kind act, pay a compliment or give a virtual high-five so as stimulate a wave of affection nationwide. The movement is set to visit the cities of Los Angeles, New York, Nashville, Portland, and Miami.

“We’re excited to partner with SoulPancake to show that a simple gesture can go a long way. Giving a compliment, flashing a smile or even handing out a small piece of chocolate, like a Hershey’s Kisses chocolate, can brighten even the gloomiest of days,” said Ian Norton, Director of the Hershey’s Kisses brand.