Marketing Campaign Case Studies

Thursday, February 25, 2010


Targeting a broad audience of people who enjoyed the taste of creamy peanut butter and rich milk chocolate together, ‘‘The Crisp You Can’t Resist’’ appealed to consumers who enjoyed Reese’s Peanut Butter Cups but who wanted to try a line extension with a new texture and slightly different taste. Hershey intended the new product to move beyond the candy market and compete with cookies and cakes in the snack market. Lisa Kronmuller, new products manager of Hershey’s marketing department, said in a news release: ‘‘Consumers love the taste of peanut butter and chocolate together. ReeseSticks provide a unique combination of sweet and salty tastes with an extra crispy texture—a perfect snack item for chocolate candy, cookie, and snack cake lovers.’’ The ads emphasized the similarities and differences between ReeseSticks and Reese’s Peanut Butter Cups. The campaign’s lighthearted tone entertained the audience and conveyed the message that candy was a fun, enjoyable treat. The ads also showed that ReeseSticks were more complex than some other candies, since they contained three ingredients assembled in layers.