FCB Proves That Every Orange Sunset Is a Sign to Eat Reese’s

Since the dawn of time, the universe has been telling us one thing: when the sky is lit up orange and yellow, it's time to unwrap REESE’S PEANUT BUTTER CUPS. Which means every sunset matches REESE’S chocolates iconic packaging, sending us a sign to enjoy a comforting chocolate-enrobed peanut butter cup at the end of a long day. 

And now, Canadians are finally listening. 

The new campaign launched earlier this month and was created in partnership with FCB who handled strategy and creative and UM who handled media. The work runs across cinema, TV, and social through the summer, and sees REESE’S doubling down on their iconic orange wrapper colour. 

Each film shows people reacting to a sign from above. They are raising packs of REESE'S Peanut Butter Cups to the sky, before revealing what they're looking at, and what they're holding their REESE'S chocolate pack up to: the setting sun.

"It's pretty clear that REESE’S chocolates are the perfect night-time snack. Sunsets are orange. REESE’S cups are orange," said Joseph Vernuccio, sr. copywriter. "It was in front of our faces, literally. The universe has been showing us the signs every night for the last 4 billion years or so,” added partner and sr. art director, Cody Sabatine.

The campaign will extend to include additional consumer engagements throughout the summer, as sunsets become increasingly colourful. 

“With this campaign, we want to provide Canadians with comfort after a long day,” said Andie Doan, marketing manager, Hershey Canada. “REESE’S chocolate products have always been enjoyed as a comforting snack—even the sight of an orange wrapper elicits joy and reminds consumers of the mouth-watering combination of our iconic chocolate and peanut butter flavours.”