A puff of air seals the deal and next thing you know, they’re on the shelves and ready to eat. The chocolate is then placed into a mold and a chunk of peanut butter is placed in each one, followed by an additional layer of chocolate. Modern day Reese’s Peanut Butter Cups are made with its own peanut butter from fresh roasted peanuts on an assembly line. Today’s version of the candy is a bit more complex, but not by much. The peanut butter cups were coated in chocolate supplied by Hershey’s and that was it-simple ingredients for a simple treat. Reese, all of Reese’s candy was hand made with real cocoa butter, cream, fresh roasted peanuts and freshly grated coconut. Per Andrew Reese’s book Reese’s Peanut Butter Cups: the Untold Story: Inventor, H.B. The folks at website Chemistry is Life laid out the chemical composition of the candy with a brief cooking video. A cursory glance around Quora shows genuine curiosity about how the candy is made. Sure, it’s delicious-I highly recommend trying it-but it’s just not the same. The central conceit of the campaign-that two things go together in just the right way-isn’t new, but the ad campaign has influenced many things, from the way we talk about company mergers to how problems in media research and public relations are approached.ĭipping a piece of chocolate in creamy peanut butter doesn’t provide the same taste and sensation of eating a Reese’s Peanut Butter Cup.
The second individual indignantly remarks, “Hey, you got chocolate in my peanut butter!” The first replies, “You got peanut butter in my chocolate!” They both try the new mix and are pleasantly surprised as the commercial tagline is spoken somewhere off-screen and we see a Reese’s Peanut Butter Cup in all its glory revealed. One carries a chocolate bar, happily saying, “mmm, chocolate.” The other holds a jar of peanut butter and exclaims, “mmm, peanut butter!” They inevitably bump into each other, resulting in some of each product spilling over into the other. The ads typically feature two teenagers walking on opposite sides of a street. They launched Reese’s peanut butter cups with the famous “Collision” campaign using the lines “You’ve got chocolate in my peanut butter”/“You’ve got peanut butter in my chocolate.” Then, about 10 years ago, they switched to an evolutionary successor campaign: “There’s no wrong way to eat a Reese’s.” These efforts have driven Reese’s to the No. In a 1998 interview with AdAge, Hershey’s then-VP and general manager of chocolate marketing Mike Holmes discussed Ogilvy Mather’s wildly successful campaigns and how the two companies formed a near-symbiotic advertising relationship:
They hired New York based Ogilvy Mather to oversee things and the Reese’s campaigns are among the most memorable. Though it may seem as if the candy never really had many competitors-Reese aggressively saw to that in the 1950s while he was still alive-Hershey’s proceeded with an advertising campaign in 1969.
Reese’s family with the caption, “16 Good Reasons to Buy a Reese’s.” Later, Reese would advertise his candy’s connection to Hershey’s (who supplied the chocolate coating before acquisition of the company in the 1960s) with the phrase, “ made in Chocolate Town-so it must be good!” The first “ad campaign” for Reese’s cups was simple enough-a picture of H.B. Two great tastes that taste great together The company was acquired by Hershey’s in 1963-culminating in the Reese’s we know today-but there’s always been something special about the candy and part of it has a little something to do with its clever marketing. The rest is history, covered quite smoothly by the likes of Mental Floss, Atlas Obscura, Today I Found Out and Hershey’s own archival accounts. Since peanut butter was mostly unaffected and the cups were big sellers anyway, it made sense to prioritize manufacturing them. Eventually, the cups became the focal point of production for the Reese’s Candy Company during World War II because rationing of sugar and other ingredients made it difficult to manufacture most of their other candy. Originally sold as part of an assorted bag of treats, the peanut butter cup distinguished itself as a hit among consumers. The first Reese’s cup saw the light of day a few years after its creator Harry Burnett Reese departed the Hershey company to pursue the creation of his own confections. How the peanut butter madness first began
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