Snickers launched a new marketing campaign promoting its peanut butter-flavored snacks, offering a year's supply to consumers named 'Reese' who sign a pledge of support, according to Food Dive. This direct approach targets its long-standing competitor. The initiative aims to capture attention in the competitive candy market.

While direct competitor references are often avoided in advertising, Snickers explicitly uses the name 'Reese' to promote its peanut butter products. Actor-comedian Eric André directed the campaign's creative, as reported by Marketing Dive. This unconventional strategy marks a departure from typical brand messaging.

This campaign suggests a growing trend towards more audacious and playful competitive marketing strategies in the consumer packaged goods sector. Snickers is attempting a bold, potentially risky, marketing maneuver by directly naming its competitor, Reese's, to aggressively carve out a larger share of the peanut butter candy market, rather than merely participate in it. The campaign features a video spot inspired by focus group testing where participants are named Reese, according to Food Dive.

What's on Offer for 'Reese' Pledgers?

  • Consumers with 'Reese' in their name can win a year's supply of Snickers Peanut Butter by signing a pledge of support, as reported by Food Dive.
  • The promotion offers specific gifts to the first one hundred (100) eligible entrants named Reese, according to Snickers. These initial 100 participants will receive six (6) SNICKERS® Peanut Butter bars, according to Snickers. The prize package also includes two (2) coupons for SNICKERS® Peanut Butter Ice Cream, according to Snickers. A branded SNICKERS® Peanut Butter pin completes the prize for the first 100 individuals, according to Snickers.
  • These initial 100 participants will receive six (6) SNICKERS® Peanut Butter bars, according to Snickers.
  • The prize package also includes two (2) coupons for SNICKERS® Peanut Butter Ice Cream, according to Snickers.
  • A branded SNICKERS® Peanut Butter pin completes the prize for the first 100 individuals, according to Snickers.
  • This limited prize package for 100 participants contrasts with the "year's supply" mentioned by Food Dive, indicating a potential overstatement of the reward's scope in some media.