The Great Reese's Debate #StickyVsCleanCup

Market share and sales growth for the famous Reese’s Peanut Butter Cup had declined, hard hit by unusual buying behaviours during Covid-19. Our goal was to win back fans and reverse the decline by driving engagement and reclaiming Reese’s rightful place as Canada’s iconic chocolate brand. When uncertainty becomes the norm, people turn to familiar rituals for comfort, connection, and to lift their spirits. Our powerful idea was born out of this insight. To break through the pandemic haze, we tapped the power of ritual. More specifically, two opposing Reese’s rituals: #StickyCup vs #CleanCup! The campaign generated extraordinary engagement sparked outstanding sales growth, and fortified Reese’s #1 position.