Hershey's Take 5 Let SXSW Festivalgoers Exchange Swag for Things They Actually Wanted

Targeting millennials by solving a consumer problem

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

American Greetings wasn't the only brand hoping to disrupt South by Southwest's tech focus. As part of an effort to relaunch its Take 5 candy bar, Hershey's took the brand to Austin, Texas, with an activation from creative shop Barkley. Called the Swag Exchange, the activation allowed SXSW attendees to exchange, well, swag they didn't want for something they actually did. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in