Hershey’s and Publicis Brasil Create Chocolate You’ll Never Lose

There’s no heartbreak quite like realizing someone stole your Hershey’s chocolate bar.

So, the snack giant has devised a way to make sure it never happens again.

Developed creatively by Publicis Brasil and made in collaboration with ADT Security Solutions, Hershey's launched the "Unstealable Chocolate Bars" — a new product that is exactly what the name suggests.

 

 

 

 

 

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The limited-edition bars come fitted with Bluetooth Low Energy (BLE) tags that trigger an alert when the bar moves too far from its owner.

This gives "Barra Lovers" (the name for Hershey’s devoted fans in Brazil) the power to keep a closer eye on their favorite treat.

“This is the first time a security system has been designed to monitor something like a chocolate bar,” said Gustavo Ushimaru, General Manager at ADT Brazil.

“Only a company like ADT, with innovation at the heart of everything we do, could bring a project like this to life.”

An intuitive app makes pairing the chocolate bar as easy as three quick taps.

When movement is detected, playful notifications like “Your bar is in danger — looks like you’re not the only Barra Lover nearby” pop up instantly, adding a playful nod to the emotional connection between Hershey’s and its fans.

Publicis Brasil ECD Luis Figueiredo said the campaign was designed to "transform the consumer experience in a lighthearted and fun way," all while showing how much Hershey's loves its passionate community. 

“I personally love chocolate, and I definitely wouldn’t want to see my favorite bar mysteriously disappear,” he added.

The brand’s latest initiative highlights the shift in contemporary brand marketing strategies that use tech-driven experiences to bring traditional products into the digital world.

This shows how creative agencies can turn even a small, everyday moment like eating chocolate into a brand-defining experience.

Inside the Unstealable Chocolate Bars Campaign

To support the launch, Hershey’s rolled out a social media campaign featuring interactive posts, influencer collaborations, and a short promotional film explaining the thought process behind the quirky effort.

Filmed with a variety of vector images and CCTV-style shots, the ad shows different people in the office attempting to steal their co-workers' Hershey's bars as soon as they've left the premises. 

 

 

 

 

 

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Lucky for the "Barra Lovers," ADT's special monitoring app would alert them of their chocolate robbers, allowing them to retrieve the snack that's rightfully theirs. 

The Unstealable Chocolate Bars, available in Hershey’s premium Special Dark line, aim to give fans a new way to interact with the brand beyond just taste.

The campaign is already live across Hershey’s social media platforms, offering fans a chance to experience the “unstealable” promise for themselves.

Recently, celebrity and influencer Khloe Kardashian launched her new line of  protein snacks, "Khloud."