案例库 · 广告与公关 · 市场决策 · 2018
这条还没译成中文，下面是英文原文。
Hershey's paid influencers to give chocolate to the poor — Mexico called it exploitation
August 2018: Hershey's Mexico had influencers pose good deeds with chocolate as a prop. Called classist, the campaign was pulled with an apology.
Hershey's · 2018-08
怎么回事
In August 2018, Hershey's Mexico ran 'Hacer el bien sabe bien' (doing good feels good): influencers were paid to post photos and videos of themselves handing Hershey's chocolate to people in need or doing small good deeds like picking up trash, all tagged with the campaign hashtag. One now-deleted post described meeting a person on the train tracks and offering them something to eat, with the chocolate credited for the reminder that doing good feels good.
Mexican users reacted with anger and mockery: the images showed polished influencers staging charity with low-income people as scenery and a chocolate bar as the hero. Critics called the campaign racist and classist, and the hashtag was turned into a mock format — 'Hoy le cambié la vida a alguien necesitado... *Nadie nunca' (Today I changed a needy person's life... *Nobody ever).
On 13 August 2018 Hershey's withdrew the campaign and apologised: 'Reconocemos que la ejecución de la campaña fue inadecuada y ofrecemos una disculpa a todos aquellos que pudimos haber ofendido'. The case became Latin America's reference example of poverty-washing — cause marketing in which the helped are set dressing.
为什么会这样
- The creative cast people in poverty as props for the influencer's virtue, with the product as the punchline of somebody else's need.
- The brief confused cause marketing with content production: nobody being 'helped' had consented to appear in an ad.
- A hashtag campaign invites completion — once users started finishing the format ironically, the tone no longer belonged to the brand.
教训
Cause marketing needs consent and proportion — if the person helped is scenery and the brand is the hero, the audience will call it exploitation and take the hashtag with it.
后来呢
Hershey's Mexico dropped the format and the case entered regional marketing curricula as the example of how quickly a good-deeds campaign reads as exploitation when the camera points at the giver. 'Poverty-washing' became a standing checklist item for influencer briefs.
资料来源
- El Financiero — Hershey's ofrece disculpa por campaña; 'fue inadecuada', dice
- El Universal — ¿Por qué causa controversia campaña de Hershey's?
发现哪里写错了？告诉我们。
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