Campaign details
Brand: Reese'sBrand owner: The Hershey CompanyEntrant company: dentsumcgarrybowen, ChicagoMarket: United StatesSector: ConfectioneryMedia channels: Online video, Social media, TelevisionBudget: 10 - 20 million
Executive summary
There are a lot of big names in candy – Reese's Take 5 isn't one of them. Which is strange because once people try it, they can't get enough. To drive consumer demand for a product they didn't know anything about, Reese's paired unforgettable content with an unmissable cultural moment: the Super Bowl.
The content broke through and persuaded consumers to...