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Category
Real-Time Response / Activity / Proactive Communications
Annual ID
OS_PR17073M
About the Work
Reese’s Pieces Peanut Butter Cups— a mashup of Reese’s Pieces stuffed inside the flagship Peanut Butter Cup— were scheduled to be launched in Summer 2016. But when a photo of the product was leaked on a fan's personal Facebook account months in advance— without Reese’s permission— confusion ensued. People wanted to know if the whimsical-looking confection was real or fantasy. And if real, where could they get them? The brand’s marketing launch was now totally disrupted. But PR saw a unique opportunity in the confusion. Online speculation was heightening interest among Reese’s biggest fans. Instead of shutting down speculation, why not fuel more? Why not have fun by adding to the confusion? Within hours, #Cupfusion was born. Our real-time PR campaign teased our most prolific brand ambassadors, taunted mainstream media, and earned totally unexpected publicity that effectively launched the product to retailers and consumers in an unprecedented way for Hershey.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Havas / New York
UM / New York
Arnold Worldwide / New York
Design Firm
Soulsight / Chicago
PR / Marketing Agency
Ketchum / Washington, D.C.
The Hershey Company / Hershey
Social Media Manager
Kevin Hack
Amanda Sotack
Michael Nolan
Daniel Mize
Tattiana Bamba
Omar Khan
Daniele Ashkenazy
Hannah Lifset
Creative Team
Devon Horowitz
Rachna Patel
Ameesha Durham
Leslie Schrader
Stacey Kerans
Becca Loveridge
Joe Cooper
Anna Lingeris
Ryan Riess
Kristen Riggs
Amy Minderman
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