The Unstealable Chocolate Bars

There’s nothing quite as frustrating as having your beloved Hershey’s bar swiped without you even realizing it — at least for the “Barra Lovers”, as Hershey’s most devoted fans are known. To bring peace of mind to these bar fanatics, Hershey’s teamed up with ADT Security Solutions to create The Unstealable Chocolate Bars. Through an exclusive monitoring system, every time the chocolate bar moves away from its owner, a notification is instantly sent, flagging suspicious activity.

The Unstealable Chocolate Bars use Bluetooth Low Energy (BLE) technology, built into tags attached directly to the packaging. As soon as a tag moves beyond a pre-set safety radius, an alert is sent to the user's phone — with playful messages like, “Your bar is in danger - looks like you’re not the only Barra Lover nearby.” The app to monitor the tags is extremely easy to use — it can be set up in just three taps and works across different mobile operating systems.

The concept of “Barra Lovers” has long been part of Hershey’s brand storytelling in Brazil, helping create a strong bond with its audience and building a sense of belonging and community around the brand. In a fun and playful way, this initiative reinforces how valuable the chocolate bars are to this audience, creating an even deeper emotional connection with Hershey’s chocolate lovers.

For Gustavo Ushimaru, General Manager at ADT Brazil, the partnership reflects the company’s drive for innovation: “This is the first time a security system has been designed to monitor something like a chocolate bar. And only a company like ADT, with innovation at the heart of everything we do, could bring a project like this to life,” says Ushimaru, highlighting the company’s constant search for new ways to keep customers protected — whether through comprehensive systems or more playful, creative solutions like this one.

The entire creative concept for the Unstealable Chocolate Bars was developed by Publicis Brasil. “The idea behind this campaign is to transform the consumer experience in a lighthearted and fun way — while showing just how much the brand values this passionate community, which is now protected, too. I personally love chocolate, and I definitely wouldn’t want to see my favorite bar mysteriously disappear,” says Luís Figueiredo, Executive Creative Director at Publicis Brasil.

The Unstealable Chocolate Bars will be available in a special edition of the Special Dark line, which features Hershey’s premium chocolates. The campaign includes activations on Hershey’s social media channels, featuring a promotional film, interactive posts, and influencer partnerships.