The Hershey Company: The Crisp You Can't Resist! campaign

Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998.

The Hershey Company: The Crisp You Can't Resist! campaign

Susan Risland

OVERVIEW

Hershey supported the launch of ReeseSticks wafer bars with a campaign that emphasized the product's connection to its predecessor, the popular Reese's Peanut Butter Cup. ReeseSticks had a different texture and taste because they contained crisp wafers in addition to the creamy peanut butter and milk chocolate found in peanut butter cups. A television commercial featured a round peanut butter cup in the form of a buzzsaw, cutting a wafer in half and covering it with chocolate and peanut butter. An advertisement in Reader's Digestin May...

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