Our Work

Creating #Cupfusion

Home > Creating #Cupfusion
Creating #Cupfusion

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? Instead of confessing that the product was real and in the development pipeline, Ketchum and Reese’s cleverly fueled even more social confusion to have fun with fans. #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 strategy singlehandedly sold the new product into national retailers without any need for a customary trade or advertising-supported consumer launch. Today, the case is considered a model inside the company as a highly successful alternative new way to go-to-market.


  • 2017 One Show – Merit Award, Public Relations: Real-time Response, Proactive Communications
  • 2017 PR Daily’s Digital PR & Social Media Awards – Digital Product or Service Launch
  • 2017 Webby Awards – Best Launch: PR
  • 2017 North American SABRE Awards – Platinum SABRE Award, 2nd Place Best in Show
  • 2017 North American SABRE Awards – Social Media/Social Networking Campaign
  • 2017 PRSA Silver Anvils Awards – Award of Excellence, Marketing: Consumer Products (Food)
  • 2017 PRWeek US Awards – Honorable Mention, Best in Social Media
  • 2017 In2 SABRE Awards North America – Real-time Engagement
  • 2017 Bronze Anvil Awards – Award of Commendation, Social Media: Consumer Products

Our Work