Reese's targets 'pleasure rebels' with new campaign

The 'sorry not sorry' campaign launched earlier this year
The 'sorry not sorry' campaign launched earlier this year

Reese's, part of the The Hershey Company, is launching an experiential campaign to promote its peanut butter cups.

The campaign looks to engage with Reese’s young target audience of ‘pleasure rebels’, the people who are unapologetic about having fun; they do what they want and eat what they want, when they want.

Running at South West Four festival in Clapham, London this August Bank Holiday weekend, the activation continues the #sorrynotsorry social media campaign, which launched in January, and is being devised by brand activation agency Field Day. 

The festival activation – the first of its kind in the UK for Reese’s – has been devised to communicate the brand message that Reese’s is the perfect combination of chocolate and peanut butter, and reinforces the overarching theme of #sorrynotsorry, by not offering everyone a sample or prize and being unapologetic about having fun.

The activation zone will feature sampling, inflatable slides, a chill out area and a VIP bar, where a lucky few revellers will have the chance to win prizes and VIP access. Reese’s branded tuk tuks will also be offering free lifts to the festival from nearby stations at Clapham North, Clapham South, Clapham Common and Clapham Junction. All festival-goers need to do is show that they’ve got a pack of Reese’s.

SW4 festival-goers will be asked to compete for a sample of Reese’s in return for a number of 'prizes' highlighting the #sorrynotsorry theme. There’s only one cup up for grabs per pair, so if they win, they get a Reese’s cup whilst their competitor doesn’t – #sorrynotsorry. However, winning a sample doesn’t mean that they’ve won a prize: still #sorrynotsorry. The winner of the Reese’s cup gets to choose which of the two slides off the platform they come down on. Over each slide is a prize bag for the festival-goers to grab, one bag has a prize and one bag will be empty – #sorrynotsorry. 

Field Day has also initiated a social media competition to support the activity in the run up to the festival, asking fans to create and share videos that portray their own #sorrynotsorry moments in order to win tickets to SW4.  YouTube vloggers Josh Pieters and twins Lucy and Lydia have also been enlisted to promote the competition through their social channels and will be attending the event to meet the winners. 

Houssam Chehabeddine, EMEA general manager at The Hershey Company, said: "Our partnership with Field Day is based on the common vision we have for Reese’s potential in the UK. We’re confident that this campaign sharply reflects this vision and allows Reese’s to reach new heights in a very mature and competitive market."

Gillian Arthur, managing partner at Field Day, added: "We are delighted to be working with such a dynamic brand that is prepared to stay true to what it stands for and be #sorrynotsorry. It’s becoming increasingly challenging to stand out from the crowd when activating at a festival but we believe what we are delivering for Reese’s is truly unique; offering samples to a select few as part of a larger experience is a brave move and further enforces its brand ethos – a move we hope our audience will appreciate."

The SW4 activation follows Reese’s brand partnership with Ed’s Diner and Byron Burger earlier this year, where Field Day created social video content to promote Reese’s limited edition milkshakes with the high-street restaurants. This is part of a wider initiative to help retailers to drive footfall through partnerships.

Cadbury created an immersive experience for chocolate fans at UK festivals this year, while Carlsberg unveiled a bar made out of chocolate earlier this year, ahead of the Easter bank holiday. 

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free