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Hershey conducts Reese Society campaign

Confectionary company Hershey Canada has begun a social media promotion for its Reese peanut butter cups product line called the “Reese Society.” Developed by Anomaly, the campaign posits the existence of a secret society related to the candy. The creative denies the existence of such a society. It consists of digital content on Facebook, Instagram and Twitter, as well as a website at <>. An influencer component of the promotion involves a cloaked figure interrupting the live feeds of participating online personalities to direct viewers to the website.

“As a brand, we’re continuing to engage with consumers with similar messaging of the campaign that the ‘Reese Society’ does not exist, and we’re finding that consumers are playing along with our approach,” said Reese marketing manager Azim Akhtar.

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