REESE’S

As Creative Director, I led the team behind Reese's social campaign that turned the launch of the Caramel Big Cup into one of the brand's biggest conversation starters ahead of the Super Bowl.

Instead of announcing the new product outright, we convinced fans that Reese's was changing its iconic peanut butter cup, and the internet had plenty to say about it. Through a social-first strategy that combined creators, audience-specific creative, the Reese's mascot Cuppy, and relentless community management, we generated millions of impressions in just four months, exceeding the campaign benchmark by 50%. We also embedded our team on the Super Bowl production to capture behind-the-scenes content that fueled game-day conversation and extended the campaign well beyond the TV spot.

Organic & Paid Social Campaign