Revealing a Sweet Surprise
The latest Reese’s ad campaign, spearheaded by Erich & Kallman, hit the screens just in time for the big game on February 11th. Led by the voice of Will Arnett, the ads heralded a major change to Reese’s Peanut Butter Cups.
Emotional Roller Coaster
The reactions in the ads were nothing short of dramatic – from emotional breakdowns to table tossing, each character’s response mirrored the disbelief and distress one might feel upon hearing of a beloved product’s alteration. However, the twist revealed that the change was for the better: a creamy layer of caramel was being added to create Reese’s Caramel Big Cup, while the classic Peanut Butter Cups remained untouched.
Celebrating Fandom
The ad resonated deeply with consumers, tapping into the emotional attachment people have towards Reese’s. It drew parallels between fans’ loyalty to their favorite teams and their affinity for the brand. The chaos depicted in the ad mirrored the upheaval fans might feel if their team’s logo or colors were altered.
Strategic Timing
Airing the ad during the pinnacle of football season was a deliberate move. With viewership fragmented across various platforms, the big game provided a rare moment of collective engagement. By aligning Reese’s Caramel Big Cup with this cultural event, the brand ensured maximum exposure and conversation.
Building Anticipation
The ad’s narrative arc extended beyond its airing on February 11th. Leading up to the big reveal, mysterious teasers hinted at impending changes without divulging details. Influencers like Jason Kelce added to the anticipation by expressing faux terror at the prospect of a world without Reese’s.
A Momentous Occasion
Taking a product to the big game isn’t a decision made lightly. This marked Reese’s second appearance at the event, the last being in 2020 with Reese’s Take 5. The strategic choice was aimed at maximizing trial for Reese’s Caramel Big Cup, an innovation crafted by countless teams across research, development, supply chain, sales, and retail.
Conclusion: Spreading Sweetness
As the campaign unfolds, it’s clear that Reese’s Caramel Big Cup isn’t just a new product – it’s a testament to teamwork and innovation. Now, it’s up to consumers to experience the deliciousness firsthand and fall in love with that iconic orange wrapper all over again.