The Hershey Company's chocolate brand, Reese's, has just released a new ad campaign — and their goal is simple: to make sure that no one can stop you from "putting peanut butter in everything."
Produced by Mother and ManvsMachine, the campaign's approach is to introduce the public to the idea that exploring what they call an "underreported psychological urge" — to put peanut butter in stuff — is normal.
"Our aim is to help people understand that this is very common and very normal and very enjoyable, especially when that stuff is chocolate," the advertising agency said in a post.
The creative ad begins with an evocative, tempting voiceover by comedian Henry Paker, admiring a chocolate high-heeled shoe saying, "I know what you’re thinking... You want to put peanut butter in it, don’t you? It’s okay. That’s what we’re into too."
This is the first film in a series of "always on" content for Reese's, which will play out over the coming months on TV, OOH and social media.
The ad gained a lot of positive responses from the general public after it was posted on Twitter by the ad agency.
One user tweeted that AI could never compete with this brand strategy, adding that the emerging technology would not "even understand the mechanics or undertones."
No AI is gonna play this close to the edge or even understand the mechanics or undertones. 🔥🔥🔥 https://t.co/77DxNsdMW5— Jake Sanders (@POSMarketer) January 19, 2023
Jackson Hitchon, GM of Europe & World Travel Retail of The Hershey Company, commented, "Reese’s is deliciously different, it is not your ordinary product, and that is something we celebrate — we want everyone to taste the combination of chocolate and peanut butter goodness and love that difference."
"We wanted to show our fans and future fans the dedication we put into bringing these two flavors together. In a number of — anything but ordinary — scenarios,” he added.