Creating Cupfusion with Reese's

Devon Horowitz

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's Brand Owner: The Hershey Company Lead Agency: Ketchum Contributing Agencies: Havas, Universal McCann Country: North America Industries: Confectionery Media 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 – candy stuffed inside the flagship Peanut 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.

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