Reese’s: Creating #Cupfusion

When a Facebook fan leaked a confidential photo of the new Reese’s Pieces Peanut Butter Cups months before the product’s launch, consumers were confused. Was this a dream come true, or another Internet hoax? Ketchum and Reese’s tapped into that confusion. #Cupfusion created a social media frenzy, reaching more than 1.1 billion chocolate fans and generating more than 43 million social impressions and 2.2M engagements. The creative strategy singlehandedly sold the new product into national retailers without the customary advertising support. Today, the case is considered a model inside the company as a proven new way to go to market.

  • 2017 WARC Award - 2x Gold Winner
  • 2017 PR Daily’s Digital PR & Social Media Award Winner
  • 2017 Webby Award Honoree
  • 2017 PRSA Bronze Anvil Award of Commendation
  • 2017 In2 SABRE North America Awards Winner
  • 2017 SABRE Awards North America - 2x Winner
  • 2017 PRSA Silver Anvils Award of Excellence
  • 2017 PRWeek US Awards Honorable Mention
  • 2017 One Show Merit Award Winner