The craveability of a Reese’s Peanut Butter Cup is undeniable. The mere thought of having to wait to sink your teeth into the delicious chocolate and peanut butter goodness is a burden nobody should have to face. So, we created an ingenious product to get Reese’s on-demand. Introducing “The Instadropper” - a device with a sensor that depenses Reese’s Cups right in your hand, ready to eat, and easily mounted to a wall in your home.
And how did our viewers learn about this AMAZING product? An infomercial of course!
Our main objective was to drive top of mind consumer awareness and craveability, while also eliciting excitement about the potential of the new Reese’s “invention.” Quite literally, we wanted people to say “I really want that gizmo” (and to crave Reese’s, of course).
The reality is that we live in a time where we expect instant gratification. Seemingly, everything is a keystroke away. So, we leaned into this behavior and created a ‘product’, rooted in plausibility, that would deliver Reese’s Peanut Butter Cups with the wave of a hand. Our contrived gizmo was all about selling Reese’s. And, with a delicious and ingenious delivery mechanism that puts Reese's into the hands / mouths of consumers in cheeky ways, akin to the inventions often sold in infomercials, you actually really wanted it.
Infomercials bring us back to the age of cable TV and late night channel surfing… When, all of a sudden, you’re entranced by the salesmanship of an infomercial personality who has convinced you of the one missing item in your life… the one that is going to make everything better. With nostalgia marketing on the rise, we tapped into it and traded Cable TV for YouTube, keeping in mind our shrinking attention spans (ahem short form content for the win), and ensuring our efforts were all about amping up that desire for a Reese’s along the way.
We leaned into the infomercial format, with a wink and a nod to the salesmanship of these beloved ads, and engaged an energetic host who could espouse the innovative new product that would solve the problem plaguing millions – instant gratification of a Reese’s, at your fingertips.
In order for this execution to work, the product needed to solve a dual purpose. It needed to illustrate how it could get Reese’s to consumers anywhere, any time, as well be something that people would actually consider purchasing. We did not have the luxury of being afforded 18 months for R&D, so we needed to be clever in what we could introduce for our invention.
So was born the ‘Instadropper.’ To build the fictional device, we retrofitted known objects to accommodate our Reese’s Peanut Butter Cups. Our device was emblazoned in the hallmark yellow, orange, and brown colorway of Reese’s for a pop on screen.
Next, we needed a theatrical pitch for our comedic host, which included exuberant co-hosts to excitedly demonstrate the products, as well as a functional 1-800 number standing by (1-833-REESES-2-U). This, we determined, was the right recipe to put our invention out for the world to see as a bonafide infomercial of yesteryear.
While infomercials are a bit longer in duration, we prioritized short format ads, which meant that we needed to ensure we were explaining the product and showing its potential… quickly, without losing the jokes. With time at a premium, we needed punchy dialogue, illustrative actions, and a lot of text on screen to get viewers excited for the products. In the end, this infomercial - and product - found the perfect balance, not too dissimilar from the perfect balance of chocolate and peanut butter in a Reese’s Peanut Butter Cup!
Our campaign was met with rave reviews! Our hero :15 garnered 4.8M views, generated over 5,000 phone calls to our 1-833 number (that’s right, our fans picked up the phone and called us after seeing our ad!), and it brought in hundreds of positive comments like these…
Golino Gaming!: Dude this is so sick, i cannot believe they went and made the number real. this is why i love reese’s
XxRaLixX: If you actually make this an actual product I would gladly buy it
JustYourNormalMicrowave: reeses, you better make this a real thing
idk: i have watched this 30 times wishing i could buy this.
Benjamin Darius: That moment when the number actually exists
I. Marie:I was actually looking for this🤣🤣🤣 I am an addict 🙌👌💕💯
DWARFMAN: The ad: order the new insta dropper today! The kids watching this:MOM GET ME THE NEW REESES INSTA DROPPER NOW
melloryu62C: Yo know y’all gotta make this a thing and it’s should cmn filled with Reese’s already. U know y’all got addicts out here🤣🤣🤣
The campaign had a 61% video completion rate and for ad recall and consideration, had a
7.6% and 4.2% headroom lift, respectfully. These lifts were considered “Best in Class” from Google Benchmarks. In fact, the campaign was such a success, that new gizmos are coming your way in 2023...
