Reese's Candy Converter

Reese's Peanut Butter Cups, an American confectionery brand, increased sales during the Halloween season by creating a vending machine for consumers to trade in their unwanted candy for its peanut butter cups.

Campaign details

Brand: Reese's Agency: Zeno Group

Situation Analysis

The #1 selling Halloween candy brand, Reese's, set out to save Halloween 2018 by swapping out the candy you don't like for the candy you love.

More than 30% of candy purchased for Halloween is bought the week leading up to the holiday, underscoring the importance of chatter in the last 7 days of the shopping season. However, for most media this is too late for their staple Halloween coverage, which typically consists of limited-time products and innovations hitting as early as Labor Day.

So how...

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