It’s a story that just seems to keep happening over and over again these days.
One would think that eventually, big companies would learn to simply stop going Woke because it never ends well, but it seems we aren’t quite there yet.
And Hershey’s Women’s Day move instantly backfired.
Pennsylvania-based Hershey’s Chocolate kicked off an advertising campaign in Canada for International Women’s Day, but things didn’t go quite as planned.
The promo video aired with, “My name is Fae Johnstone, I’m the executive director of Wisdom2Action. We can create a world where everyone is able to live in public space as their honest and authentic selves. See the women changing how we see the future.”
Hershey promoted this spokesperson speaking for women
The message was met with significant blowback because Johnstone is a biological male.
To add insult to injury, this transgender activist then proceeded to speak on behalf of women for International Women’s Day.
.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.
Hershey's is erasing women. pic.twitter.com/JzRkAtwTdO
— Leftism (@LeftismForU) March 1, 2023
Johnstone said, “We still have a long way to go in the fight to end misogyny, patriarchy and gender-based violence. I hope this campaign helps give more young women and girls role models and possibility models. And shows them how we can be changing the world, together.”
Johnstone continued, “It also means a lot to be included, as a young(ish?) trans woman. I grew up with few trans role models. Many young trans folks haven’t met a trans adult. I hope this campaign shows trans girls they can dream big and change the world too.”
As a result of what some may call a bone-headed marketing campaign, the company now faces backlash and boycott calls from social media users.
Many of these people simply are tired of constantly seeing biological males in spaces typically reserved for women.
Backlash erupts on social media
One user tweeted, “A biological MAN fronts the new Hersheys campaign celebrating women for International Women’s Day.”
A biological MAN fronts the new Hersheys campaign celebrating women for International Women’s Day.
This is misogyny at its finest! A real slap in the face to actual women! https://t.co/qtguNurEJG
— Oli London (@OliLondonTV) March 2, 2023
Another said, “This is misogyny at its finest! A real slap in the face to actual women!”
Still more negative reaction poured in as others chimed in with, “You get the feeling that these companies *always* despised women — they were just waiting for the right moment to stick it to us” and “Hey @Hersheys this isn’t a woman. And you lost my business for choosing a person that makes a mockery of what makes us real women special.”
You get the feeling that these companies *always* despised women — they were just waiting for the right moment to stick it to us.
Here's the thing about real women, @Hersheys:
We have long memories. https://t.co/rfgTlRH4ar
— Abigail Shrier (@AbigailShrier) March 2, 2023
The calls for a boycott of the company have reached a fever pitch.
Chad Franklin wrote, “What a slap in the face to women on international women’s day. We’re tired of playing make believe with you freaks. There are billions of women that could have been the face of this ad but you chose a dude larping as a woman. Shameful.”
What a slap in the face to women on international women’s day. We’re tired of playing make believe with you freaks. There are billions of women that could have been the face of this ad but you chose a dude larping as a woman. Shameful. #boycottHershey https://t.co/oTc4lg7UGV
— Chad Franklin (@Grokingreality) March 2, 2023
In the end, Hershey will find that while the company is welcome to throw in with leftist activists, they will be just as welcome to lose the business of the people they alienate.
Stay tuned to Blue State Blues for any updates to this ongoing story.