The buzz is real: the Easter Bunny has been fired.
Hershey’s introduces the Easter Capibarra.
Hershey’s introduces the Easter Capibarra.
Based on the character created by Publicis Brasil, I developed the packaging systems for Hershey’s 2026 Easter campaign, translating her personality and universe into the main consumer touchpoint.
Based on the campaign assets, I developed a packaging language that reinforces the #BarraLovers universe and gives the mascot and her charisma prominence on the shelves.
Meanwhile, the campaign featured an OXXO Brasil store fully wrapped in Campinas - SP, incredible POS materials across Atacadão stores, activations on Paulista Avenue and even a dedicated home for Capibarra at Villa-Lobos Park in São Paulo.
Credits: Claude de Peña, Daniel Souza, Mariane Rodrigues, Kelly Cristina Santos, Aline Miranda Fernandes, Isabella Marturano, Walter Alves Sobrinho, Ana Carolina Guazzelli Cosin, Amanda Luisi Mendonça, Gabriele Neres
