Reese's: The best candy bar you’ve never heard of

Reese's Take 5 needed to grow awareness to drive sales of its Take 5 bar in the United States so it invested in a Super Bowl ad to launch a humorous campaign.

Campaign details

Brand: Reese's Brand owner: The Hershey Company Entrant company: dentsumcgarrybowen, Chicago Market: United States Sector: Confectionery Media channels: Online video, Social media, Television Budget: 10 - 20 million

Executive summary

There are a lot of big names in candy – Reese's Take 5 isn't one of them. Which is strange because once people try it, they can't get enough. To drive consumer demand for a product they didn't know anything about, Reese's paired unforgettable content

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