Driving brand love without showing product or packaging.
Sasha Barkans, Art Director & Designer | Cristina Pineros, Copywriter | Marko Pandza, Jason Kerr, ACD | Oriol Puig, Director | Nono Arruga, DP
During the 2020 NBA playoffs, sharp-eyed hoops fans noticed that Lebron James’ hair was thinning on top, with some saying his head looked a little like the bottom of a Reese’s Peanut Butter Cup after some of the chocolate and peanut butter gets stuck to the wrapper. James himself acknowledged the meme, posting to his Instagram that he used to hate when that happened to his Reese’s, but that he ate them anyway.
Lebron’s post solidified the idea that even if we remove our most iconic asset, the Peanut Butter Cup, from our advertising, consumers will still immediately understand that it is unmistakably Reese’s. Through Lebron’s post we could sense consumers’ love — and hate — of the chocolate and peanut butter that’s left over on the wrapper. But it was also clear that whether it’s a ‘sticky cup’ or a ‘clean cup,’ the passion for the product never wavered. Which incited us to ask the question, “Clean or Sticky: How do you uncup?”
Awards & Recognition
Communication Arts Winner - 2021
Applied Arts Winner - Billboard - 2021
Ad Age
Adweek
Applied Arts
Strategy
The Drum
The Message
Lebron’s post solidified the idea that even if we remove our most iconic asset, the Peanut Butter Cup, from our advertising, consumers will still immediately understand that it is unmistakably Reese’s. Through Lebron’s post we could sense consumers’ love — and hate — of the chocolate and peanut butter that’s left over on the wrapper. But it was also clear that whether it’s a ‘sticky cup’ or a ‘clean cup,’ the passion for the product never wavered. Which incited us to ask the question, “Clean or Sticky: How do you uncup?”
Awards & Recognition
Communication Arts Winner - 2021
Applied Arts Winner - Billboard - 2021
Ad Age
Adweek
Applied Arts
Strategy
The Drum
The Message
30s TV: Reese’s Uncupping
OOH
We created a wordless billboard on Toronto’s busy Gardiner Express way that featured a picture of a candy-smudged wrapper against the unmistakable Reese's orange background, highlighting how the wrapper is just as iconic as the candy itself.
Sasha Barkans, Art Director & Designer | Cristina Pineros, Copywriter |
Marko Pandza, Jason Kerr, ACD
Social
We then launched a social campaign based around the theme “Clean or Sticky: How do you uncup?” and extended it to ask our consumer how they ate their Reese’s Cups.
Sasha Barkans, Art Director & Designer | Cristina Pineros, Copywriter | Pete Breton, ECD
We then launched a social campaign based around the theme “Clean or Sticky: How do you uncup?” and extended it to ask our consumer how they ate their Reese’s Cups.
Sasha Barkans, Art Director & Designer | Cristina Pineros, Copywriter | Pete Breton, ECD
