Reese’s: Outrageous Halloween

Last fall, the Reese’s brand unveiled its latest innovation, Reese’s Outrageous Bars. The catch? The product wouldn’t be available for seven months. But by leveraging a cultural moment when candy is top-of-mind, the team had the opportunity to generate buzz and influence sell-in. The country’s #1 Halloween candy brand surprised an unsuspecting town with the outrageous treat at its annual Halloween celebration, resulting in more than 1 billion impressions.