NEW YORK (CNN) – Calls to boycott Hershey are spreading on Twitter in response to the chocolate company’s Canadian International Women’s Day campaign, which includes a trans woman.
It’s the latest example of a brand eliciting a strong but mixed response to an ad campaign that touches on cultural or societal issues.
Fae Johnstone, a queer, transgender and feminist activist, opened up about her inclusion in the Her for She campaign in a series of tweets on Wednesday.
It “means a lot to be accepted as a young (similar?) trans woman,” Johnstone wrote. “I grew up with few trans role models. Many young trans people have not yet met a trans adult. I hope this campaign shows trans girls that they can dream big and change the world too.”
Johnstone’s posts drew praise and support, but also anger at Hershey, much of which included anti-trans rhetoric. On Thursday, some used #BoycottHersheys to express their opposition to the campaign – while others used it to slam the critics.
“We value togetherness and recognize the strength that comes from diversity,” Hershey said of the campaign response in a statement to CNN. “For the past three years, our Women’s History Month program has been an inclusive celebration of women and their influence. We appreciate the countless people and meaningful partnerships behind this effort.”
It’s not uncommon for companies to receive backlash for actions customers see as politically charged.
Nike was the target of a boycott campaign when Colin Kaepernick appeared in an ad in 2018 after the soccer player became a polarizing figure for kneeling during the national anthem to draw attention to police brutality.
More recently, right-wing pundits have slandered M&Ms as ‘woke’ after the candy brand introduced a new female ‘spokescandy’ and placed it on M&M packaging as part of a marketing campaign.
Brands often align with certain values to attract customers, especially younger ones. But this tactic can also anger others who disagree with the brand’s message.
In that campaign, Hershey tapped five women, including Johnstone, who are activists in their field.
Kélicia Massala and Rita Audi both focus on gender equality, Naila Moloo is a climate tech researcher and Autumn Peltier is an indigenous rights and water activist, according to Hershey website Her for She. The women each speak about themselves and their work in a series of videos posted to the site. The promotion also includes limited edition chocolate bars with special packaging.
While it’s risky for brands to get involved in the political struggle, it can pay off.
A 2018 survey found that among 35-44 year olds, 52% supported the use of Kaepernick in Nike’s commercial. The following year, Nike won an Emmy for its Kaepernick commercial. And Nike wasn’t hurt financially by the decision — the company’s stock is up about 80% since 2018.