Agency: Erich & Kallman

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As the #1 candy brand in the US1, Reese's knows a thing or two about perfection. When the news broke that Reese's brand was changing its iconic peanut butter cups, fans were left screaming, "NOOOOOOOOOOO!" And who could blame them? No one likes it when something perfect changes. But what if you perfected perfection? Enter Reese's Caramel Big Cup.

For the first time in a Big Cup, Reese's is layering gooey caramel into its beloved peanut butter cups – a mouth-watering upgrade to the already amazing combination of chocolate and peanut butter perfection. So, don't panic Reese's lovers and friends; the classic Reese's Peanut Butter Cup isn't going anywhere – you're just getting another option to love.

To introduce this game-changing confection, the Reese's brand will return to football's biggest stage for the first time since 2020 with a :30s spot, produced by Erich & Kallman. Narrated by Reese's super fan, Will Arnett, six neighborhood friends are taken on an emotional rollercoaster as they gather for the Big Game. As they gear-up for kick-off, the group hears of changes coming to their beloved Reese's Peanut Butter Cups, and pandemonium ensues. The exaggerated, yet relatable reactions (Reese's fans, you get it) only stop when it's revealed that Reese's isn't changing, it's just getting an upgrade with the introduction of the ultimate trio of chocolate, peanut butter AND CARAMEL. That's a move everyone can yell 'YESSSSSSSSSSSSSSSSS!' for.

"Reese's Caramel Big Cups are the biggest thing to hit the candy aisle since chocolate and peanut butter, so the launch deserved nothing less than a spot during the biggest moment in sports and snacking," said Ryan Riess, vice president creative & brand strategy, The Hershey Company. "We're returning to the Big Game this year to show the world exactly how passionate our fans are for Reese's."

And for the rest of America, Reese's Caramel Big Cups are available now, at retailers nationwide!

Congratulations, Caramel. You just got an upgrade to MVP.

This professional campaign titled 'Yes!' was published in United States in February, 2024. It was created for the brand: Reese's, by ad agency: Erich & Kallman. This Film medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted 26 days ago.


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