Hershey launches ‘Reese’s University’ campaign. This imaginative college will be loved by fans
The Hershey Company is now able to interact with its Reese’s Peanut Butter Cup fans in a new way.
American chocolate company’s Marketing team launched an interactive online campaign to promote a fictional Reese’s University. The campaign includes a branded website and Instagram page, as well as a TikTok account.
The 127-year old chocolate manufacturer shared quotes from the fantasy university staff in a press release on Wednesday. Details about the university’s application process, 99.9% acceptance rate, confection based curriculum and athletics program were also included.
Reese’s University looks like a real university, thanks to the professionally-taken photos and well-designed info sections. There are photographs of orange diploma covers and sports uniforms, as well as students posing on the fake campus.
Students are the most important thing at REESE’S University. Peanut butter and chocolate are second. Or they could all be tied for first. “It’s very close,” says the About Us section of the website. It takes a variety of great minds across academic disciplines to keep creating peanut buttery chocolatey awesomeness.
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The fantasy university class lists are located in the sweet arts and sciences. They include a “Make the World Orange” drawing course, an advanced peanut Butter ratios course, and a linear Ridge Forces course.
The university also has a fake athletics team, the Fighting Cuppies, which includes cheerleading, rowing, and soccer. According to the website’s copy, there is a marching band, mascot and legendary rock. There is also a fictional Reese’s Cup Day celebration.
Reese’s University’s admissions department has a signup form for a newsletter that is disguised as a university application. According to the website, there are 375 H.B. Reese’s Scholars are claimed by the website, although it’s not clear if this is part of the university’s lore.
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Although Reese’s fans will not be able attend the university in person, the school store tab on the website says that merchandise for Reese’s University is “coming soon” sometime around January 2022.
FOX Business reached out to representatives of The Hershey Company but they did not respond immediately.
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The marketing campaign of the chocolate company seems to build on peanut butter candy’s popularity. Hershey launched a Thanksgiving pie in November 2021. It sold out that day. The company also created a Reese’s pumpkin patch at Krochmal Farms near Salem, Massachusetts for Halloween a month earlier. Reese’s Peanut Butter Candy, a 93-year-old candy company, also offers a seasonal line Reese’s Trees as well as Reese’s Easter eggs.
Fans have often found their Reese’s merchandise at Hersheypark, Hershey’s Chocolate World locations or licensed candy shops and retail partners.
The Hershey Company witnessed a 6.3% rise in third quarter 2021 with consolidated net sales exceeding $2.35 Billion.