Background

Reese’s is the greatest candy on the planet. The combination of peanut butter and chocolate will (probably) go down in history as one of the single greatest inventions in human history… So when we were asked to relaunch the most popular candy brand (which does nearly $2 billion in sales annually) we decided to lean into the confidence that comes from being the best. Like, really lean in to it.

We know it’s really easy to make people want a Reese’s… you can basically show someone a cup and boom, they’ll crave a peanut butter cup (this is fact). So we launched with a new tagline and mantra: “Not Sorry.” An self-aware, acknowledgement that we’re not sorry that we’re about to make you want a Reese’s. We’re not sorry we know exactly what we’re doing. We’re not sorry we’re better than any other candy… We doubled down on this new attitude, partnering with Will Arnett as our voice of the brand. An unapologetic, persuasive, devil-on-your-shoulder not-so-subtly pushing you to stop doing whatever you’re doing and go get a Reese’s.

And to make it even harder to resist, we used real products across all our communications. Something told us showing people real peanut butter and chocolate would be way more appetizing than CGI.