TURNING BRAND LOVE INTO PARTICIPATION

Across Reese’s and Reese’s Puffs, we looked beyond advertising to create things people could do, collect and trade. For Halloween, the Candy Converter turned candy disappointment into an on-the-ground brand act - letting trick-or-treaters exchange unwanted candy for Reese’s, going viral and ultimately becoming an Effie winner.

With More Yes, we treated cereal more like fashion and streetwear: each year brought a new cultural collaborator and a new drop, built around the Box, a limited-edition invention and a collectible Hype Box. Lil Yachty, KAWS, AMBUSH, Dragon Ball Z and Angel Reese turned breakfast into something people anticipated, collected and even resold on StockX. The model created genuine hype around the product while delivering sales lifts of up to 14%.