When a Facebook fan leaked a confidential trade photo of the new Reese’s Pieces Peanut Butter Cups (a fusion of two best-selling Reese’s candies) months before the product’s retail availability, it went viral and consumer speculation surged: was it a candy lover’s dream come true, or just another Internet hoax? As Reese's agency, they contacted us for counsel.
Instead of confessing that the product was real and in the development pipeline, let's cleverly fuel even more social confusion to have fun with fans. I, along with a small but mighty team of creatives, ideated this response, wrote teaser copy and partnered on design for this real-time response.
#Cupfusion created a social media frenzy for days reaching more than 1.1 billion chocolate fans and generating over 43 million social impressions and 2.2M engagements. The creative approach single-handedly sold the new product into national retailers without any need for a customary trade or advertising-supported consumer launch. Nominated for multiple industry awards.
Today, the case is considered a model inside the company as a highly successful alternative new way to go-to-market outside pay for play.