a piece of my mind (for reese’s pieces)

Now.reese's cups

This isn’t great advertising … but it is great solid simple advertising.

And, I imagine, quite effective … and quite efficient from a budget standpoint.

Reese’s peanut butter cups.



Not that it matters to what I think about the advertising but I love Reese’s pieces. And, oddly, it is an acquired taste. The whole “you got peanut butter in my chocolate … and you got chocolate in my peanut butter” just never appealed to my upscale taste buds <greasy burger is high cuisine> until maybe a couple of years ago … and now I love the stuff.

Just because I mentioned that iconic line <peanut butter in my chocolate baloney> here is that memorable moment in advertising history:

Classic Peanut butter in my Chocolate: http://www.youtube.com/watch?v=DJLDF6qZUX0

<note: love the headphones>




Reese’s advertising.

Advertising candy and/or chocolate is tough. Chocolate is fun and indulgent and all of it tastes frickin’ great … so how the heck do I create a fun, indulgent, great ad <which can be relatively easy> … again and again <which can be relatively tough>.

For example.

Skittles is awesome. But the campaign idea is incredibly difficult to sustain with excellence. Those sharp humorous quirky ads are difficult to create.

With this approach your wins are really big wins and your losses are really big losses.

All in a relatively low margin industry where advertising dollars are spent grudgingly.

M&M’s? I am not a huge fan of the campaign but the product is the hero <I am not a fan because while I understand giving your product human qualities so that we chocaholics who buy the stuff will like it in a different dimension … by giving them human characteristics I feel almost cannibalistic when i eat an M&M these days … and I am not sure I am comfortable with that … yeah … unfortunately I overthink everything … even M&M’s>. It appears to be an expensive production idea but I am sure some ‘social media expert’ has figured out how to amortize the expenses to do all the television they do because by extension they can use the goofy characters everywhere in some relatively creative ways.

Other than that? I am not sure I can recall any <except the one-offs that are done around holidays and valentine’s day>.


reese's cups and chocolateAll that leads me to Reese’s.

All commercials are only :15 long.

All simple <in format and in production>.

All use product as hero.


They can crank out these executions one after another.

And they can probably have some 20something sitting in front of some high falutin’ computer create the ideas. Almost all their advertising budget is getting dumped into the actual media <that is a good thing when sitting in front of CFO types>.

And they can air a boatload of different ideas tied to pretty much anything they want to tie them to.

Really really smart in its simplicity.

And they are actually pretty good commercials.

Reese’s She Loves me: http://www.ispot.tv/ad/7VVp/reeses-reeses-peanut-butter-cups-she-loves-me

Reese’s Gears: http://www.youtube.com/watch?v=twbqQi-08JM

Reese’s Halloween: http://www.ispot.tv/ad/7YZq/reeses-puffs-halloween

Reese’s minis: http://www.youtube.com/watch?v=RkUfbrBQG1M


Well played Reese’s.


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Written by Bruce