Reese's Peanut Butter Cups: #Alltreesarebeautiful

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Advertiser: Reese's Peanut Butter CupsAgency: Arnold WorldwideCountry: USA

Objectives

Reese’s #AllTreesAreBeautiful campaign objectives were two-fold. From a business standpoint, the Holiday Season marks Reese’s most important selling season. Driving sales of their seasonal shape product, Trees, was an essential factor in ensuring that the brand reached their year-end sales benchmarks. When the error-Trees product launched, and prompted negative responses, we crafted a response campaign that would turn the negative press into a brand and sales building asset and opportunity.

Communications Objective

Given the heightened amount of negative commentary directed toward the brand, we needed to...

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