Reese's is known for their peanut butter cups. But, on school holidays like Valentine's Day and Halloween, many schools don't allow peanut products on their campus due to allergen concerns. This creative brief positions a new theoretical product, Sunflower Butter Hearts, as the solution to their problem. The insight that led to this brief: no one can tell the difference between sunflower butter and peanut butter.
1. Background
Reese’s Peanut Butter Cups are consistently one of the top-selling candies in the US. However, when it comes to Valentine’s Day, they fall off the list completely because of allergen rules on school campuses. So, Reese’s is releasing a heart-shaped sunflower butter version of their signature candy in order to regain a foothold in the school candy consumption market.
2. Problem
If kids in classrooms aren’t eating Reese’s they are locking themselves out of one of the biggest candy consumption days of the year… as a candy company.
3. Opportunity
Paired with Reese’s signature product, sunflower butter has the chance to be the next big thing. If we get it right, not only will Sunflower Hearts be given in classroom card exchanges on Valentine’s Day, but sunflower butter will become a staple in Reese’s core product lineup.
4. Challenge
At the end of the day, sunflower butter is a non-traditional flavor from a traditional brand and this might initially scare consumers. People are very particular about their Reese’s and we don’t want to alienate them, piss them off, or scare them away. They might also be concerned that sunflower butter tastes too healthy or too different from peanut butter.
5. Brief
Sunflower butter literally tastes the same as peanut butter. It’s also healthier, better for you, safer, not a main food allergen (we could go on all day) and you won’t even notice the difference. In fact, we dare you to try it and prove us wrong.
6. Deliverables
- 15 second video asset
- OOHIn store Displays
- 3-4 micro target social postsTikTok/IG organic posting
- Gas station digital OOH
7. KPIs
- Millions in earned media value
- PR coverage for innovation
- Positive social sentiment