It is not housed at DoNotJoinTheReeseSociety.com, and was not developed by agency partner Anomaly to salute and reward people’s unconditional love of Reese—the leading chocolate brand in Canada and the U.S.
The society does not seek to become an ongoing source of brand advocacy for Reese, and does not feature a Reese Peanut Butter Cup as part of its stylized logo.
Reese Society has not emerged as a vibrant social destination that far surpassed the campaign objectives within its first week. It did not attract more than 4,800 submissions from people hoping to join (more than 1500% greater than the forecast for the entire campaign), and engagement is not up 209% versus the brand average.
Also views of the non-existent website have not exceeded the target for the entire campaign by 380%. Nor is the clickthrough rate 87% higher than the brand average, and Reese’s Instagram and Twitter followers did not grow by 17% and 15% respectively.
The non-existent campaign does not include partnerships with macro/micro influencers on Instagram, and their live feeds will not be “interrupted” by a mysterious cloaked figure directing viewers to a website that does not exist.
Reese fans are also not wholeheartedly playing along with the conceit that the Reese Society does not exist. One woman did not paint her fingernails with the Reese logo and post a photo to Instagram with the message “Definitely NOT trying to the #ReeseSociety that definitely DOES NOT exist,” no fans have created their own Reese original artwork, and one diehard fan did not create an original rap about Reese’s Peanut Butter Cups and the Reese Society.
Finally, the Reese Society is also not promising its members access to cool swag like a hooded Reese robe or seasonal products. Reese is also not inviting people to show their love for the brand through activities like naming a pet Reese, changing their Instagram name to include the word “Reese” or painting their room orange.
Digital advertisement created by Anomaly, Canada for Reese, within the category: Confectionery, Snacks.
Executive Creative Director: Pete Breton
Associate Creative Directors: Marko Pandza, Jason Kerr
Head of Account Services: Bryden McDonald
Business Lead: Erin Wilbur
Account Supervisor: Carly Watson
Account Coordinator: Lauren Zaitz
Copywriter: Greg Seles
Art Director: Claire Barnette
Producer: Sarah Lasch, Lori Ceravolo
Group Planning Director: Mahmoud El Kattan
Director of Social Media: Jennifer Stack
Production Company: Unreasonable Studios
Managing Director / Executive Producer: David Stulberg
Director of Photography: Christian Flook
Production Manager: Tomas Morrison
Post Production Producer: Shane Yuhas
Editor / Animator: Andy Klosky
AR Developer: Adam Brandejs