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Hershey readies Reese Peanut Butter Cup movie

Candy company Hershey Canada has produced a promotional movie in support of its Reese Peanut Butter Cup product. The feature-length movie, called Reese The Movie: A Movie About Reese, will run on the streaming video service Crave beginning June 9. A 12-minute version of the video will air on specialty television channel Bravo on June 9. The full-length version will also be released on YouTube on June 17.

The creative features five online personalities specializing in autonomous sensory meridian response content: ASMR Darling, Gibi ASMR, Matty Tingles and ALB in Whisperland and Seafoam Kitten. The movie depicts the performers interacting with the package, opening the package, removing the candy, unwrapping the candy and eating the candy. The video was directed by Jamie Webster of Common Good.

“What we found in talking with consumers is they have a very specific way of eating a Reese Peanut Butter Cup, and they eat it the same way every time,” said Jackson Hitchon, head of marketing at Hershey Canada. “It's this uniquely methodical and mindful approach to eating the Reese Peanut Butter Cup that helped the Hershey Canada team coin the ‘Reese Ritual.’ But it also opened the door to parallels between eating the Reese Peanut Butter Cup and ASMR. The two go together as seamlessly as chocolate and peanut butter.”

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