The Hershey Company, headquartered in Hershey, Pennsylvania, released a video commercial featuring a man dressed as a woman to coincide with the release of a chocolate bar honoring women.
The Hershey’s SHE Bars are part of the chocolate company’s campaign to celebrate Women’s History Month and International Women’s Day.
“We are excited to reintroduce the Hershey’s SHE bars in new, meaningful ways as part of Hershey’s larger commitment to supporting women and girls this Women’s History Month and every month,” Katie DeCapria, a brand manager at Hershey’s, said in a press release. “This bar, with 200+ thoughtful adjectives created with our partners Girls on the Run, reminds us to take a moment to honor the women and girls who inspire us every day.”
Five different people are featured on the chocolate bars, including Autumn Peltier, Naila Moloo, and Fae Johnstone.
A commercial featuring Johnstone, who is the executive director of consulting firm Wisdom2Action, shows him wearing women’s clothing, makeup, and lipstick. “We can create a world where everyone is able to live in public space as their honest and authentic self,” Johnstone says in the ad. “See the women changing how we see the future, at Hershey’s Canada.”
On Wednesday, Johnstone shared the fifteen-second ad spot on Twitter, and said, “The chocolate’s out of the wrapper! Honoured to be featured in this campaign by @Hersheys Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers.”
Johnstone also wrote that he hopes the “campaign helps give more young women and girls role models and possibility models. And shows them how we can be change the world, together.”
According to The Daily Wire, the hashtag “BoycottHersheys” was trending on Twitter Thursday. One twitter post read, “There are 3.9 billion females out there and Hersheys decided to pick a misogynist dude for International Women’s Day. #BoycottHersheys.”