Snickers Recruits a Reese-Only Focus Group to Settle the Creamy vs Crunchy Debate
To promote SNICKERS Peanut Butter and add its voice to the 'creamy vs. crunchy' dilemma, the brand has launched a clever campaign featuring a focus group of totally unbiased taste-testers, who all happen to be named Reese.
To get to the bottom of this classic divide and find out what truly satisfies, SNICKERS assembled a focus group of unbiased participants all who share one thing in common: their name is Reese (or Reece, Rhys, etc.). In a series of candid fly-on-the-wall clips produced and directed by comedian Eric André, the brand captures the unfiltered reactions of the 'Reeses' as they taste SNICKERS Peanut Butter for the first time.
This campaign builds on the brand’s recently released 'Stuck' ad, which highlights how hunger leads to indecisiveness. The campaign was developed by creative AOR BBDO New York and will run on social media platforms, including YouTube, Snapchat, TikTok Pulse & NBCU.
"When it comes to peanut butter and chocolate, people usually feel they have to compromise, but SNICKERS Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction," said Martin Terwilliger, marketing vice president, Mars Wrigley North America. "We're so confident in our product that we put it to the test. The verdict is in, and it's clear nothing else satisfies quite like it."
SNICKERS has extended an invitation beyond the focus group to every 'Reese' in America to publicly pledge their love for SNICKERS Peanut Butter, for a chance to win a year's supply. Anyone with the first, middle, or last name Reese (including spellings with a 'c', 'y', or any other way), can sign the official SNICKERS Peanut Butter pledge at www.snickers.com/peanutbutterpledge.
By signing, participants declare their loyalty to the multi-sensorial satisfaction that only SNICKERS Peanut Butter delivers.
The first 100 people named 'Reese' to see the light will get special rewards, and 25 random participants will be selected to receive a year's supply of SNICKERS Peanut Butter.
