Who are the competitors in Reese’s category?

Reese’s competes with several major confectionery brands, each with distinct market positioning. Mars leads with a diverse portfolio emphasizing variety, fun, and consistent quality across brands like M&M’s and Snickers. Hershey’s, Reese’s parent company, balances tradition and innovation with approachable, nostalgic chocolate experiences. Nestlé focuses on texture and flavor contrasts with playful, bold snacks such as KitKat. Mondelez International offers premium, indulgent chocolate experiences through brands like Cadbury, while Ferrero targets sophisticated consumers with elegant, high-quality treats like Ferrero Rocher.

This Reese's campaign turns fan panic into delight by framing caramel as a perfect upgrade, showcasing bold storytelling — Clapboard's Global Ad Archive.

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Yes! - Reese's | Clapboard Ad Archive

Q: How does Yes! rank in Clapboard's archive?

Yes! holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating positions the campaign within the archive’s curated context based on its strategic use of storytelling, product innovation, and alignment with a major cultural event.

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Description

The Reese's campaign Yes! launched in the United States in 2024 represents a strategic evolution for the beloved confectionery brand, leveraging its status as the top candy brand in the country to introduce the Reese's Caramel Big Cup, a product innovation that enhances the classic peanut butter cup without replacing it. By layering rich, gooey caramel into the iconic combination of chocolate and peanut butter, Reese's cleverly addresses the anxieties of its loyal fanbase, who initially reacted with alarm at the news of any changes to their favorite treat. The campaign employs a relatable narrative structure, dramatizing the emotional rollercoaster experienced by six friends during the Super Bowl, where the announcement of a product change sends them into a frenzy of panic, only to be reassured that the classic version remains intact while a new, indulgent option is introduced. Narrated by celebrity super fan Will Arnett, this 30-second spot produced by Erich & Kallman not only amplifies brand loyalty but also emphasizes the excitement surrounding the new offering, shifting the conversation from fear to enthusiasm with a resonant “YESSSSSSSSS!” The strategic timing of this premiere during the Big Game capitalizes on the cultural significance of the event as a celebration of snacking and communal enjoyment, positioning the Caramel Big Cup as a worthy MVP in the candy aisle. This approach aligns with Clapboard's FORMAT#2, showcasing a relatable problem before revealing the product as the solution, effectively creating a narrative arc that captivates audiences. Clapboard rates this 63/100 in its global creative archive. This campaign underscores how successful brands can innovate while honoring their legacy, striking a balance that keeps consumers engaged and excited.

Credits

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Reese's

Agency

Erich & Kallman

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Campaign Proposition

The Reese’s “Yes!” campaign leverages the brand’s position as America’s leading candy to introduce an innovation that enhances its classic product without replacing it. The core proposition centers on the idea of “perfecting perfection”—offering consumers a new experience with the Reese’s Caramel Big Cup, which layers caramel into the iconic peanut butter cups. This asserts value through product innovation that respects and preserves the original’s legacy, reassuring loyal fans while expanding the brand’s appeal. Strategically, the campaign taps into the emotional attachment consumers have with Reese’s by dramatizing a hypothetical backlash to change, then resolving it by highlighting the addition as an “upgrade” rather than a replacement. The use of a relatable scenario—a group of friends experiencing the Super Bowl—connects with the brand’s entrenched presence in American snacking culture during major sporting events. Narration by celebrity fan Will Arnett adds authenticity and a familiar voice to guide the audience through the emotional arc. By premiering the spot during the Big Game, Reese’s aligns the product launch with a moment synonymous with indulgent snacking and communal excitement, maximizing relevance and impact. The campaign balances nostalgia with novelty, appealing to existing customers’ brand loyalty while enticing new consumers with the promise of an elevated, indulgent experience.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign fits FORMAT#2 because it opens with Reese’s fans reacting dramatically and negatively to news that their beloved peanut butter cups are changing, effectively creating a “problem” centered on their emotional distress and panic (“NOOOOOOOOO!”). The resolution comes when the product is revealed not as a change but an upgrade—introducing the Caramel Big Cup, which shifts distress to excitement (“YESSSSSSSSS!”). The exaggerated, relatable reactions underscore a problem/solution structure, making SHOW THE PROBLEM the most accurate classification here. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Mars (M&M’s, Snickers, Twix) – Mars positions itself as a leader in variety and innovation within the confectionery market, offering a diverse portfolio of chocolate and snack products that appeal to multiple taste preferences. Their emphasis on fun, shareability, and consistent quality makes them a go-to brand for indulgence and everyday treats.

Hershey’s (Hershey’s Kisses, Milk Chocolate Bar) – As Reese’s parent company, Hershey’s stands out with its legacy as a classic American chocolate brand focused on quality, tradition, and nostalgia. It balances innovation with heritage, offering a wide range of products that target broad demographics with approachable, comforting chocolate experiences.

Nestlé (KitKat, Butterfinger) – Nestlé leverages its global reach and reputation for innovation with strong emphasis on texture and flavor contrasts, such as crispy wafers and crunchy peanuts. Its brands often focus on moments of break and enjoyment, positioning themselves as satisfying, bold, and playful snacks.

Mondelez International (Cadbury, Toblerone) – Mondelez emphasizes premium chocolate experiences with a focus on craftsmanship, rich flavors, and global heritage. Brands like Cadbury are positioned around indulgence and emotional connection, often linked to celebrations and sharing, appealing to consumers seeking more luxurious, taste-driven moments.

Ferrero (Ferrero Rocher, Kinder) – Ferrero markets itself on premium, high-quality confectionery with a sophisticated, elegant image. Their products often combine creamy textures and unique craftsmanship, appealing to consumers looking for indulgent treats that convey a sense of occasion and gifting.

Yes! - Reese's | Clapboard Ad Archive FAQs

What is Yes! about?

Yes! is a 2024 campaign created by Erich & Kallman for Reese’s, the leading candy brand in the United States. The campaign introduces the Reese’s Caramel Big Cup, a new product innovation that layers gooey caramel into the classic peanut butter cups without replacing the original. It dramatizes fans’ emotional reactions to the news of change, then reveals the caramel addition as an upgrade. The campaign launched during the Super Bowl, leveraging the event’s cultural significance to highlight Reese’s commitment to perfecting its iconic confectionery offering.

What creative device does Yes! use?

Yes! employs the FORMAT#2 SHOW THE PROBLEM creative device as classified by Clapboard’s 12-format taxonomy. This technique opens with a relatable problem—in this case, fans’ dramatic and negative reactions to the idea of Reese’s changing its peanut butter cups. The campaign then resolves this tension by revealing the new Caramel Big Cup as an upgrade rather than a replacement, shifting the emotional tone from panic to excitement. This problem-solution structure effectively engages the audience through exaggerated, authentic fan responses.

What is the campaign proposition for Yes!?

The Yes! campaign positions Reese’s as a brand that respects its heritage while innovating to enhance the consumer experience. It communicates to loyal Reese’s fans and new audiences that the classic peanut butter cup remains unchanged, while the introduction of the Caramel Big Cup offers an elevated indulgence. This proposition of perfecting perfection reassures existing customers and expands appeal by blending nostalgia with novelty, reinforcing Reese’s leadership in the confectionery market through meaningful product innovation.

How does Yes! rank in Clapboard's archive?

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Yes! - Reese's | Clapboard Ad Archive

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