Situation Analysis

Leveraging a cultural moment in Halloween, Reese's first announced its latest and most over-the-top innovation yet—Reese's Outrageous Bars, a concoction stuffed with Reese's Pieces, peanut butter and caramel, and covered in milk chocolate—in fall 2017, six months in advance of hitting shelves, to generate buzz and encourage early interest by retailers. But that was just the first wave.

After successfully announcing the new product in fall 2017 with an outrageous Halloween-themed town takeover, the pressure was on to up-the-ante and celebrate the in-store release of the new product in an outrageous way in spring 2018, ultimately driving retail orders and consumer purchases.

To celebrate such an outrageous new product, there was only one way to do it—use Reese's most outrageous asset—its loyal fans! Known for their unparalleled levels of fandom, Reese's fans go to extreme lengths to show their brand love. It only made sense to celebrate a new product designed for the most outrageous Reese's fans by celebrating the fans who make the brand so outrageous.