When brands decide to reference competitors, they usually do so through indirect messages and subtle hints. Snickers has chosen a more straightforward approach: it gathered a group of people named Reese and asked them to try its new peanut butter products.
The result is a campaign that simultaneously promotes a new product range while delivering a playful jab at Reese’s, one of the most recognizable names in the chocolate and peanut butter category.
At the center of the campaign is a spot directed by Eric André, which uses the format of a focus group to showcase consumer reactions to Snickers Peanut Butter products. Participants share their thoughts on the flavor and texture before eventually realizing that nearly all of them share the same name – Reese, or a variation such as Reece or Rhys.
The only exception is Greg, who is quickly removed from the group, adding a layer of awkward humor characteristic of André’s style. The joke is further reinforced by a caption noting that Greg is the only paid actor in the group.
The creative work was developed by BBDO New York, the agency responsible for Snickers’ creative communications.
The campaign forms part of a broader marketing push behind the brand’s new peanut butter portfolio, which includes chocolate squares, bite-sized products, and ice cream bars. Earlier this year, Snickers also launched the “Stuck” campaign, connecting the new range to its long-running platform centered on satisfying hunger.
The communication extends beyond advertising. Through June 11, people who have Reese as their first, middle, or last name can sign an online pledge of support on the brand’s website. The first 100 participants will receive special rewards, while 25 randomly selected winners will receive a year’s supply of Snickers Peanut Butter products.
Snickers is also placing significant emphasis on texture as one of the product’s key attributes. Citing research from Puratos, the brand notes that 71% of consumers consider texture a decisive factor in their eating experience. As a result, the communication highlights the combination of creamy peanut butter and crunchy peanut pieces.
