Reese’s Swap Shop: Engaging Consumers Through Choice
Reese’s, the peanut butter cup candy brand, is releasing two new flavors. The limited-edition Lovers Cups, one with more chocolate and the other with more peanut butter, are meant to satisfy the consumers who would forgo one flavor to have more of the other.
Reese’s Formed Campaign From Consumer Reactions
“For years, we’ve heard people debate their favorite part of a Reese’s Cup. Is it the chocolate or is it the peanut butter?” Reese’s Spokesperson Natalie Perera said. “So we decided to settle the score and make both sides happy by giving them what they want — Reese’s Chocolate Lovers and Reese’s Peanut Butter Lovers. As if we’d actually choose.”
The Chocolate Lovers Cup includes more and richer milk chocolate with a thicker chocolate shell. The Peanut Butter Lovers Cup has even more peanut butter filling than normal Reese’s cups and has a top layer of peanut butter serving as half of the candy shell.
Reese’s Swap Shop Promotion Engages Consumers
To promote these new peanut butter cups, which will be available nationally in mid-April, Reese’s opened the Swap Shop in SoHo, Manhattan last week. In order to try a free Reese’s cup, consumers had to swap something they love, similar to how they’re swapping out their least favorite flavor in the Lovers Cup for the flavor they love. Reese’s says, "You can't buy love, but you can swap for it."
Reese’s has been known for their fun, interactive marketing promotions, like the candy converter vending machine last Halloween, so the swap shop is right on brand. AdAge noted that, so far, consumers have swapped beloved items like french fries, homework and a brochure for a honeymoon destination.
The Reese’s Lovers Cups will be available in both regular and king sizes later this month.