Reese's: Outrageous Fans Outrageous Product = Outrageous Launch

Reece’s, a confectionery brand, unleashed its most passionate and socially engaged fans to drive awareness, demand and sales of new Reese’s Outrageous Bars in the US.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands