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Oh Henry! 4:25 Bar

With cannabis legalization approaching, Oh Henry! saw an opportunity to authentically build rapport with millennials, who over-index on cannabis consumption, and launched the Oh Henry! 4:25 bar – formulated for the intense hunger that hits five minutes after ‘4:20’ (stoner slang for getting high). To harness this once-in-a-lifetime, cultural phenomenon, UM delivered a bold new level of media innovation and creativity, unlike the category had ever seen. The campaign propelled Oh Henry! to the #1 share position and reinforced its position as Canada’s Hunger Bar.