Reese's: Perfect

This case study describes the long-running campaign for Reese's, the US confectionery brand. The objective of the Reese's Perfect campaign was to halt declining sales and develop a connection driven consumer communication program that could build and sustain Reese’s brand loyalty.

Reese's: Perfect

Arnold

Business situation and campaign objectives

REESE'S had not advertised since 2004, therefore in the absence of communication, sales were consistently softening. Through the loss of limited editions and softening base brand sales, the brand had lost a great deal of occasions from moderate and light users. The team was tasked with developing a connection driven consumer communication program that could build and sustain Reese's brand loyalty.

The REESE'S PERFECT campaign was originated as a result of extensive research to identify the core consumer insights that would clearly position the REESE'S brand at the top of the chocolate...

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