Reese's Peanut Butter Cups - Marketing and Advertising

Marketing and Advertising

In the United States, Reese's Peanut Butter Cups typically come in two-, four-, and eight-packs in distinctive orange packaging, set on thin but rigid paperboard trays. The "Classic" two-pack is a .75 oz. cup, the "King Size" four-pack is a .70 oz. cup and the "Lunch" eight-pack is a .55 oz. cup. "Large Size" packs of three .70 oz. cups are also available. The "mini" cups come in various bag sizes and foil colors for seasonal themes like red, gold and green for the Christmas holiday season. In Canada, where they are packaged as Reese Peanut Butter Cups (except Reese's pieces), but still widely referred to by their American name, they come in a standard pack of three cups or the king-size variation with four cups. In the United Kingdom and Ireland, they were originally available only in two-packs, though are now only available in three-packs, imported from Canada. In 2008 Reese's Peanut Butter Cups were made available in Europe by Hydro Texaco and 7-Eleven. In Australia, Reese's products can be found in many specialty candy stores, as well as from American stores such as Costco.

In the 1970s and 1980s, a series of commercials were run for Reese's Peanut Butter Cups featuring situations in which two people, one eating peanut butter and one eating chocolate, collided. One person would exclaim, "You got your peanut butter on my chocolate!" and the other would exclaim, "You got your chocolate in my peanut butter!". They would then sample the mixture and remark on the great taste, tying in with the slogan "Two great tastes that taste great together."

In the 1990s, the product's slogan was: "There's no wrong way to eat a Reese's." The current slogan, introduced in the mid-2000s (decade), is: "Perfect."

Reese's was an associate sponsor of NASCAR drivers Mark Martin (1994), and Kevin Harvick (2007-2010).