Creating Cupfusion with Reese's

This case study shows how Reese's, a chocolate brand, was able to successfully launch its newest product in the US despite a major information leak.

Campaign details

Brand: Reese'sBrand Owner: The Hershey CompanyLead Agency: KetchumContributing Agencies: Havas, Universal McCannCountry: North AmericaIndustries: ConfectioneryMedia Channels: Social media

Executive Summary

Reese's Pieces Peanut Butter Cups were scheduled for a new product launch in late Summer 2016. The mashup of two popular candies – Reese's Pieces candy stuffed inside the flagship Reese'sPeanut Butter Cup – could be counted on to generate interest from devoted brand fans and trade press, but no advanced drumbeats were activated and no PR activities were planned....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands