Something new could be coming to your Reese’s Peanut Butter Cups. Hershey has been mysteriously campaigning on social media since April 29, with the tweets and Facebook posts becoming increasingly unambiguous. The Reese’s campaign includes a “leaked” photo (very likely released by Hershey, according to most speculation) and some frequent hints on social media regarding a new Reese’s Peanut Butter Cup filled with something you never knew you always wanted; Reese’s Pieces.
You read that right. Reese’s Peanut Butter Cups filled with Reese’s Pieces.
If the social media accounts are to be believed, the new chocolate wonders are expected to hit the stores this summer, and according to the Reese’s Twitter account, the rumor will be confirmed today at 3:00 p.m. EST.
— REESE'S (@ReesesPBCups) May 12, 2016
As Chip Chick reports, the new Reese’s campaign began in late April when a picture of some suspicious Reese’s Peanut Butter Cup wrappers was posted on Facebook. In that picture, hungry chocolate-lovers get a glimpse of a Reese’s Peanut Butter Cup full of tiny little Reese’s Pieces babies. In a sense, it’s almost cannibalistic. But in the best possible way.
— Felicia Baskin (@CultureCookies) May 11, 2016
Hershey responded to the “leaked” photo with a sneaky (?) ad campaign called #Cupfusion. The company may have underestimated the sleuthing abilities of its target audience, though, because it didn’t take fans of the iconic chocolate and peanut butter candy long to get the gist. Especially due to the frequent, blatant imagery used to sell the idea. The pictures don’t leave much doubt that this “rumor” is about to be confirmed, and that we’ll most likely be seeing those Reese’s Peanut Butter Cups full of mini Reese’s Pieces very shortly.
— REESE'S (@ReesesPBCups) May 5, 2016
This isn’t the first time that Reese’s has turned to social media for publicity. Last winter, there were an awful lot of complaints about the Reese’s Christmas trees. Namely, that they looked like poop, not trees. Kinda harsh, but people were really unhappy and they let the company know that they weren’t impressed with the misshapen holiday treats.
After thousands of complaints, many complete with tweeted photos of Reese’s Christmas tree “turds,” the candy company had no choice but to respond in a big way. And respond they did, with a clever social media campaign that humorously implied that Reese’s tree complainers were “body shaming” their holiday candy.
— REESE'S (@ReesesPBCups) December 3, 2015
Most of the disgruntled Reese’s Christmas tree buyers seemed to take the company’s “apology” in the same tongue-in-cheek manner in which it was issued, and, like in years past, the Reese’s tree controversy ended with little fanfare and most (if not all) of the “ugly” little candies eaten.
It’s possible that Fortune had the best response to the idea of an impending Reese’s Peanut Butter Cup upgrade.
According to Fortune, in the midst of the not-so-discreet social media ad campaign for the new Reese’s Peanut Butter Cups (now, maybe, with Reese’s Pieces), Hershey stock (HSY) is up 0.54 percent. If candy lovers know anything, it’s that the best way to make any candy better is to stuff it with another candy.
Interestingly enough, the (rumored) news of the new double Reese’s Peanut Butter Cups comes just after the announcement that Hershey is making a foray into “healthy” chocolate by purchasing the brand barkThins.
While we still have to wait a couple more hours for the “official” Reese’s Peanut Butter Cup filled with Reese’s Pieces announcement, it seems like a done deal.
What do you think? Are you excited for the new Reese’s Peanut Butter Cups, or does it sound like too much of a good thing?