Hershey's - Reese's Sampling
In order to create visual impact, Hershey’s chose to combine their American product with a truly British icon, utilising taxi advertising in their ‘Reese’s Perfect’ campaign. Placing their striking creative on 10 liveries, the taxis lit up the bustling streets of London for a 9 month campaign.
To further facilitate talk about their campaign, Hershey’s drew willing passengers aboard with a free chocolate peanut butter give-away. Each driver was given a range of branded confectionary from the original peanut butter cup to the aptly named ‘nutrageous’ bar, to hand out to their customers.
The freebies were an unexpected surprise and gratefully received, giving a positive twist to people’s journeys. The PR element not only helped raise awareness of the brand in the UK, but also encouraged people to share their experience on social networking sites.