Reese's: All Trees Are Beautiful
Consumers said Reese's Tress looked like turds (to put it nicely). This negative sentiment picked up steam from Fortune, CNN, TIME, Cosmo, and The Today Show. So, we had to change the narrative and get consumers to stop arguing over shapes and start celebrating what matters on the inside.... because #AllTreesAreBeautiful.
Results: 1B earned impressions and $3M in sales
Awards: Including Cannes Lion, Webbys and One Show
Strategists: Amber Ferguson, Tattiana Bamba, Jo-Anne Somera, Omar Khan, Kristen Ablamsky
Creatives: Paul Kim, Tattiana Bamba,Theresa Guggenberger, Jameson Rossi
