2019 Winner
Hershey - Reese's Pieces Peanut
A Free Sample for Extraterrestrials
Anomaly
BronzeLaunch Strategy
If launching a product seems out of this world, sending candy to space is next level. Reese’s Pieces was able to connect with people through something bigger than the candy itself: E.T. the Extra-Terrestrial. In the 1982 film, the product was the fictional character’s favourite candy. So the brand and Anomaly decided to go back in time and build a campaign to drive interest for a new Reese’s Pieces Peanut candy, without being able to legally say or show
E.T. in its communications due to licensing rights. It rekindled the iconic connection to E.T. by sending its candy into space, which was documented and shared online. The brand worked with Entertainment Tonight Canada (also known as ET) to air the product launch. A UFO hoax with an image that looked like a ship in space was even seeded, leading to out-of-this world sales over-delivering by 282%.
Credits
Agency Credits
Agency: Anomaly
Executive Creative Directors / Partners: Pete Breton & Dave Douglass
Creative Director: Jamie Marcovitch
Associate Creative Director/Writer: Marko Pandza
Associate Creative Director/Art Director: Jason Kerr
CEO / Partner: Franke Rodriguez
President, Managing Partner: Candace Borland
Head of Client Services: Bryden McDonald
Account Director: Erin Wilbur
Account Executive Alexandra McCalden
Account Coordinator Lauren Zaitz
Group Planning Director Mahmoud El Kattan
Planner Colin Kikcio
Agency Producer: Erin Reynolds
Social Media Strategist: Stefanie Jesney
Designer: Pawel Rokicki
Designer: Lucas Young
Production Credits
Photographer: Petter Evju Skanke
Cinematographer: Petter Evju Skanke
Editing Company: Unreasonable Studios
Editor: Maria Cusumano
Post Production Company: Unreasonable Studios
Client Cedits
Company: The Hershey Company
Senior Director of Marketing:Jackson Hitchon
Senior Marketing Manager: Mathieu Gamache
Marketing Manager: Kaetlyn Graham
Assistant Marketing Manager: Andie Doan
PR Agency: Media Profile
Media Agency: UM
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.