Reese's
Turds, Snapchat, Tinder, Package
Reese’s is more than peanut butter and chocolate — it’s a brand that thrives on fun, surprise, and cultural relevance. From seasonal shapes and social-media humor to mobile gaming and experimental stunts, these campaigns pushed creative boundaries while connecting with fans in unexpected ways. Each one leveraged insight, timing, or platform to make Reese’s feel not just craveable, but delightfully shareable.
#1
More Like Christmas Turds
In 2015, Reese’s holiday tree–shaped peanut butter cups looked… a little different than expected. Social media dubbed them “Christmas turds,” and instead of hiding from the backlash, Reese’s leaned in with humor and the hashtag #AllTreesAreBeautiful, turning criticism into engagement and showing the brand’s playful, self-aware side.
#2
Pac-Man to Snapchat
To promote the Reese's Pieces Peanut Butter Cups, we introduced a Pac-Man themed game on Snapchat to reach young candy lovers who typically don’t use Facebook or watch TV.
84%
Of Snappers Snapped
1.63hr
Average time spent
113M
Pieces chomped
3.6M
Ghosts for the cause
126K
Replays
80K
Times shared
#3
Reese's Tinder
Believe it or not, Reese’s is scientifically proven to be the world’s most crave-able candy. Yes, for real. So we put it to the test.
#4
Reese’s Care Package
In the US, the most popular day of the year to get a vasectomy is the day before basketball’s March Madness. Why? Because each employee is allowed two days off after to recover (and watch all of the games). So, let’s send these fellas something to ease their pain.