HERSHEY BEGINS GET LOST CAMPAIGN FOR REESE'S
By Adnews Staff
Hershey Foods Corporation of Hershey, PA has begun a new advertising campaign for its Reese's peanut butter cups. Created by Ogilvy & Mather of New York, in consists of two 30-second commercials called "Dog" and "Escalator." The tagline is "Get Lost in a Reese's." The campaign is aimed at males 18 to 24 years of age, the primary consumers of the product according to the company. In "Dog" a young man eats a peanut butter cup in the wating room of a veterinarian's office. He does not notice the stares of the people around him or the sound of a growling dog. A receptionist calls his name several times. The viewers see that the growling dog has its teeth in the man's pant leg. In "Escalator" a young man rides an escalator in a shopping mall. He is also unaware of pointing and staring coming from nearby people or the sound of ripping and tearing. The young man gets off the escalator in his boxer shorts, his pants having been caught in the escalator. The campaign is the first for the Reese's brand in 15 years and only the third in the product's 80-year history.