Reese’s Pieces Peanut
The Extraterrestrial Sampling Program
Thanks to Steven Spielberg’s classic film, Reese’s Pieces are known around the world as the favourite candy of E.T., the Extraterrestrial. Nearly 40 years later, the brand was finally introducing a new edition: Reese’s Pieces Peanut. If anyone needed to hear about it, it was E.T..
Instead of launching our product with a campaign aimed at humans, we reached beyond the stars with an intergalactic campaign designed to get E.T. (and any other intelligent life that may be listening) to phone home and try a free sample of their new favourite candy.
Strategy Awards - BRONZE - Launch Strategy
Festival of Media North America - SHORTLIST - Best Event, Experiential or Sponsorship Campaign
Festival of Media North America - SHORTLIST - Best Launch Campaign