#stickyvscleancup

Agency Network: 
Published/Aired: 
June 2021
Reese's: #stickyvscleancup
Reese's: #stickyvscleancup
Reese's: #stickyvscleancup
Reese's: #stickyvscleancup
Reese's Integrated Ad - #stickyvscleancup
Reese's Integrated Ad - #stickyvscleancup
Reese's Integrated Ad - #stickyvscleancup
Reese's Integrated Ad - #stickyvscleancup

Description

The campaign was inspired by a popular meme featuring NBA superstar Lebron James.

During the 2020 NBA playoffs, sharp-eyed hoops fans noticed that James’ hair was thinning on top, with some saying his head looked a little like the bottom of a Reese’s Peanut Butter Cup after some of the chocolate and peanut butter gets stuck to the wrapper. James himself acknowledged the meme, posting on Instagram Stories that he used to hate when that happened to his Reese’s, but that he ate them anyway.

“Lebron’s post solidified the idea that even if we remove our most iconic asset, the Peanut Butter Cup, from our advertising, consumers will still immediately understand that it is unmistakably Reese’s,” said Akhtar. “Lebron’s post had thousands of likes and comments, but we could sense consumers’ love — and hate — of the chocolate and peanut butter that’s left over. But it was also clear that whether it’s a ‘sticky cup’ or a ‘clean cup,’ the passion for the product never wavered.”

Internal research indicates that Reese’s consumers have a particular ritual when it comes to the Cups—whether that’s carefully peeling off the wrapper or licking off the leftover chocolate and peanut butter. Some even save that leftover little bit of the Cup for the final bite.

Reese’s turned the idea into a single Toronto billboard that is getting lots of attention and could be extended into other markets. There are no words on the billboard, just an image of an empty Reese’s Peanut Butter Cup wrapper on that familiar orange background, a smudge of leftover chocolate and peanut butter stuck to the bottom. The idea is being extended with a social campaign on Facebook and Instagram based around the theme “Clean or Sticky: How do you uncup?”

Integrated advertisement created by Anomaly, Canada for Reese's, within the category: Confectionery, Snacks.

Advertising Agency: Anomaly, Canada
Executive Creative Director/Partner: Pete Breton
Associate Creative Director: Marko Pandza
Associate Creative Director: Jason Kerr
Art Director: Sasha Barkans
Writer: Cristina Pineros
President, Managing Partner: Candace Borland
Head of Client Services: Bryden McDonald
Business Director: Erin Wilbur
Account Executive: Lauren Zaitz
Account Supervisor: Carly Watson
Account Director: Rhiannon Enss
Group Planning Director: Mahmoud El Kattan
Strategy Director: Andrew Ahern
Head of Production: Marie-Pierre Toure
Agency Producer: Martina Esguerra
OOH Producers: Rob Murray, Tracy Haapamaki
Social Media Strategist: Matt Stasoff
Production Company: Trizz Studio
Directors: Oriol Puig, Laura Ibañez
Director of Photography: Nono Arruga
Executive Producer: Chris Vulpi
Head of Production: Simon Bath
Production Company Producer: Cecilia Gomez
Editorial, Post Production and VFX: Trizz Studio
Editor: Miquel Alcoriza
Colorist: Mikel Gomez
Flame Artists: Jorge Febrero, Mikel Gomez
Animator: Nacho Codinach
Music: Piece Of Me by Lady Wray
Sound Design Company: Ta2 Music
Director of Music & Voice Over: Steve Gadsden
Executive Producer/ Director of Licensing: Christine Leslie
Sound Engineer: Dave Clark
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