#BoycottHershey’s trended No. 1 on Twitter Thursday after the chocolate giant featured a transgender woman in its International Women’s Day promotion.
Fae Johnstone, a biological male who identifies as female, is one of the five women at the center of a Canadian advertising video promoting Hershey’s SHE bar.
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Reintroduced on March 1, the SHE bar is intended to “shine a light on the women and girls who inspire us every day.”
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. https://t.co/0s9uh8MvHv pic.twitter.com/jdXNJfcZmo
— Fae Johnstone, MSW (@FaeJohnstone) March 1, 2023
Johnstone, an LGBT advocate, was featured in the Canadian promotion and used the platform to push for an “authentic” world.
“We can create a world where everyone is able to live in public space as their honest and authentic selves,” Johnstone said in the promotional video.
Hershey’s having a transgender woman as a premiere face of its International Women’s Day campaign has caused a severe backlash on social media.
“To celebrate International Women’s Day- Hersheys uses a MAN in their advert to advertise their new women’s chocolate range ‘Her For She,'” one Twitter user tweeted.
To celebrate International Women’s Day- Hersheys uses a MAN in their advert to advertise their new women’s chocolate range ‘Her For She’.
This is a true insult to women!
International Women’s Day is about celebrating the achievements of women not MEN! pic.twitter.com/CCeur4cwrZ
— Oli London (@OliLondonTV) March 1, 2023
“This is a true insult to women! International Women’s Day is about celebrating the achievements of women not MEN!”
“.@Hersheys embraces misogyny,” according to another user.
.@Hersheys embraces misogyny. https://t.co/9oKAu5mLVI
— Tom Fitton (@TomFitton) March 2, 2023
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“You get the feeling that these companies *always* despised women,” another tweeted.
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
“[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.”
