Campaign details
Brand: Reese'sBrand Owner: The Hershey CompanyLead Agency: KetchumContributing Agencies: Havas, Universal McCannCountry: North AmericaIndustries: ConfectioneryMedia 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 – Reese's Pieces candy stuffed inside the flagship Reese'sPeanut 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....