TARGET MARKET OF THE THERE’S NO WRONG WAY TO EAT A REESE’S CAMPAIGN

Because advertisements for candy had to appeal to consumers of all ages, they tended to be amusing and offbeat. A catchy jingle that children would sing at school was part of many successful campaigns. According to some experts, adult consumers were most apt to buy candy that was advertised humorously regardless of the price or taste of the product. The ‘‘There’s No Wrong Way to Eat a Reese’s’’ campaign used humor to emphasize the fact that peanut butter cups were different and more complex than some other types of candy and that they could be eaten in various ways. In fact, the company had discovered that many consumers had formed a strong emotional attachment to Reese’s peanut butter cups and often ate them ritualistically. The act of consuming a rich, flavorful candy with a variety of textures could be a highly satisfying experience. The advertising campaign emphasized this individuality and self-indulgence in a lighthearted way. In 1995 the United States ranked eighth in the world for total annual chocolate consumption. Americans ate a total of 3.1 billion pounds of chocolate in 1996. The average American ate 11.7 pounds of chocolate that year, up from 9.7 pounds in 1983. The average per capita consumption of all candy was 24.3 pounds, up from 17.9 in 1983. Candy sales climbed during the Halloween, Christmas, Easter, and Valentine’s Day seasons.