CHALLENGE
Reese faced a declining market share in large urban centres among 18-30 year-olds. They thought of it as an old-fashioned candy – something with no relation to their lifestyle.
SOLUTION
Realizing that the 18-30 years are often spent trying to discover where you fit in, we created a campaign that celebrated perfect partnership of peanut butter and chocolate. We then micro-targeted various communities with our message.
Creative Director: Ron Tite
Art Director: Randy De Melo
Writer: Brent Turnbull