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Challenge: Create a Free Standing Insert (FSI) that communicates a back-to-school usage message to moms, with the understanding that the Hershey’s Syrup core user skews toward children 5-8.
Solution: It was initially difficult to come up with any logical connection between young kids going back to school and their enjoying Hershey’s Syrup.
However, we soon realized I could move the argument to after school, as a reward for a hard day’s work in the classroom.
We also created a photorealistic straw and retouched it into the large glass of milk.
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