Hershey Foods Corporation: Collisions campaign
Susan RislandOverview
Shortly after acquiring the H.B. Reese Company in 1963, Hershey Foods Corporation launched an advertising campaign that began building Reese's Peanut Butter Cups into the corporation's best-selling brand of candy. The "Collisions" campaign, which ran from 1969 to 1986, called attention to the fact that the candy consisted of an unusual combination: a milk chocolate shell and peanut butter filling. A 1972 spot featured two people walking toward the corner of a building from opposite directions. One was eating chocolate, and the other was eating peanut butter. When they turned the corner...