Reese’s: Easter
Some seasonal products need a complicated story.
The Reese’s Egg is not one of them.
People wait all year for it. The shape changes the chocolate-to-peanut-butter ratio. Fans argue that it tastes better than a regular cup. Nobody completely understands the science, but nobody needs to.
Our job was to treat the product like the seasonal icon it already was.
Simple art direction. Big product shots. A little attitude. No unnecessary Easter mythology or emotional monologue about spring.
Just one of the greatest candies ever made, returning to claim its spot in the basket.