SNICKERS
snickers peanut butter
loved by reeses
AGENCY: BBDO New York, USA
STATUS: PRODUCED
When people thought of chocolate and peanut butter, they didn't think of us. So we decided to ask those who they did think of.
Full version at the bottom.
With comedian Eric Andre as the director, we conducted a real focus group with genuine reactions from real Reeses discovering they all shared a name, and love for Snicker Peanut Butter.
The result was a cultural moment that generated 150+ news placements, 40+ radio mentions, and a response from the competitor themselves.
But we didn't stop there. We got famous Reeses (and Reeces) in on the joke.
And launched The Peanut Butter Pledge,
inviting all Reeses to sign up for a chance to win free Snickers for a year.
Full version below
​ECD: PETER KAIN
GCDs: AVI STEINBACH & ALEX HOLM
CREATIVE TEAM: GAURI NIGAM & BRIT REID, ERIK NYSTROM & IAN NETTLETON