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The slogan “Made in Chocolate Town, So They Must Be Good” was introduced as early as the late 1920s, prominently displayed on each wrapper of Reese's Peanut Butter Cups, which were sold for a penny each.
The founder H.B. Reese wanted to show the connection to Hershey, Pennsylvania (known as "Chocolate Town").
The effective use of this marketing strategy contributed to the growing popularity of Reese's Peanut Butter Cups.
The slogan was so successful that it helped H.B. Reese to pay off his mortgages by 1935—during the Great Depression.
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Reese's iconic slogan "Two great tastes that taste great together" was introduced in 1970 as part of a major advertising campaign by Hershey's.
Shortly after they acquired the Reese's brand.
The campaign was developed by Ogilvy & Mather.
It aimed to convince consumers that the combination of chocolate and peanut butter was delicious through humorous commercials depicting accidental mixing of the two ingredients.
The slogan's simplicity and catchiness contributed to its longevity.
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The slogan "There's no wrong way to eat a Reese's" was introduced by Hershey in 1988.
It was part of a marketing campaign designed to celebrate the diverse and often quirky ways consumers enjoyed Reese's Peanut Butter Cups.
The ads highlighted individual eating rituals rather than standardizing consumption.
The campaign became a hit because of society's growing embrace of individualism.
The "How [Celebrity] Eats A Reese's" campaign, launched in 1988, was a groundbreaking marketing initiative for Reese's Peanut Butter Cups.
The ads showcased celebrities and ordinary people consuming the candy in unique and often humorous ways.
Running for nearly 15 years, the campaign focused on consumers' quirky eating habits, popularizing the earlier slogan "There's no wrong way to eat a Reese's".
Reese's Pieces gained massive popularity through a fortuitous product placement in Steven Spielberg's 1982 blockbuster film "E.T. the Extra-Terrestrial," after Mars, Inc. had rejected the opportunity to feature M&M's in the movie.
This unexpected marketing coup reportedly led to a dramatic increase in Reese's Pieces sales, with some estimates suggesting sales jumped by as much as 300% following the film's release.
In February 2024, Reese's launched a major Super Bowl ad campaign featuring a humorous narrative about a "big change" to their classic Peanut Butter Cups.
The Super Bowl ad introduced the Reese's Caramel Big Cup.
One final note, the brand has consistently introduced innovative products like Reese's Big Cup with Potato Chips and Reese's Big Cup with Pretzels, catering to evolving consumer preferences for new textures and flavors.
Reese's has also used seasonal and limited-edition releases tied to holidays and special occasions to generate excitement and drive sales throughout the year.
The company has also leveraged celebrity endorsements, influencer marketing, and nostalgia-driven campaigns to maintain its relevance over the decades.
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