Last month, Hershey’s Brazil announced it was creating a special edition chocolate bar by partnering with the most unlikely of companies: ADT Security Solutions.

Introducing: “Unstealable Chocolate”

Dubbed “Unstealable Chocolate,” this first-of-its-kind chocolate bar is placed inside a customized wrapper that was designed to help protect “your most precious possession.” Equipped with a special Bluetooth Low Energy (BLE) tag, each wrapper can be connected to an app on customers’ mobile devices. By downloading the app and activating the tag, Hershey bar owners can monitor and set a designated location parameter for their chocolate. If the bar is moved outside of the pre-set range, the wrapper will send a signal to the app, which will then notify the chocolate owners of the bar’s movement, with messages like: “Your bar is in danger – looks like you’re not the only Barra Lover nearby.”

Reaching new audiences through unique collaborations

While a candy-security collab may seem unusual, forming “unexpected” partnerships can often help brands reach untapped markets. Gustavo Ushimaru, the General Manager of ADT Brazil recently commented on the partnership:

 “This is the first time a security system has been designed to monitor something like a chocolate bar. And only a company like ADT, with innovation at the heart of everything we do, could bring a project like this to life.”

Luís Figueiredo, Executive Creative Director at Publicis Brasil, the creative agency who helped produce the campaign, also shared:

“The idea behind this campaign is to transform the consumer experience in a lighthearted and fun way — while showing just how much the brand values this passionate community, which is now protected, too. I personally love chocolate, and I definitely wouldn’t want to see my favorite bar mysteriously disappear.”

Discover how the “unstealable chocolate” bars work for yourself by watching the ad below:

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