Work

Reese’s

YESSSSSS!!!

When Reese’s created the new Caramel Big Cup they knew it would be controversial. When you tweak an iconic and beloved product like Reese’s Peanut Butter Cups people are going to have strong opinions about it. That’s why we created a campaign that plays off the big emotions we knew America would be feeling about the news, and what better place to debut it than during Super Bowl LVIII.

The Challenge

How do you innovate a product that millions of fans consider perfect?
In candy, innovation is survival, even for cultural icons. When REESE’S prepared to launch the Caramel Big Cup, we faced two hurdles: an economy where shoppers were hesitant to try “unproven” products, and a fanbase that already sees the original cup as untouchable perfection. We had to win over skeptics without risking the love for the classic.

The Solution

We leaned into honesty—with a wink. Change is hard, especially when it comes to a legend like REESE’S. So our launch was designed to be self-aware, humorous, and empathetic. We acknowledged what fans were thinking (“Why mess with perfection?”), while reassuring them that the original wasn’t going anywhere. By keeping the brand’s cheeky, playful voice front and center, we created intrigue, excitement, and ultimately trust in trying something new.
Using this angle of humorous empathy, we would tell consumers that their beloved REESE’S had changed, but that it was a good thing. A very good thing.