Salty Reese’s Case Study
The year was 2020.
Everybody was frustrated. The internet was angry. People were arguing about everything. In other words, the world was feeling a little salty.
Conveniently, Reese’s was launching Big Cups with Pretzels.
We used the mood of the moment to give the brand permission to get salty too. The campaign leaned into internet language, online complaints and the kind of petty behavior Reese’s usually watched from a safe distance.
It was a product launch built around a simple connection: the world had salt, and now the peanut butter cup did too.
For once, being salty tasted pretty good.