Mad Ruffian is #Sorrynotsorry In New Reese's Campaign

Reese’s has announced the launch of its new 2017 #sorrynotsorry campaign, created and executed by brand activation agency Field Day. The campaign launches with video content via Facebook, which will continue to be activated across social as well as in-store and experiential throughout the year.

This year’s campaign is an extension of last year’s hugely successful launch in the UK. The #sorrynotsorry overarching brand positioning was born from the product truth of the bold and unapologetic combination of chocolate and peanut butter and is a stark contrast to the category norm of safe, glossy pleasure.

You can click here to check out more content from the campaign.

The 2016 launch in the UK proved to be a huge success with Reese’s becoming one of the fastest growing FMCG brand in the UK. This year will see the campaign evolved and developed to establish the brand message and the key USP – that Reese’s is the perfect combination of chocolate and peanut butter.

Online, the campaign will consist of short scenario-based content films, produced and directed by Mad Ruffian, with all post-production by post division, Ruffian Post, featuring real millennials in #sorrynotsorry based scenarios. Content will be anchored to relevant dates in the social calendar, from Valentine’s Day to Easter to the London Marathon, enabling the brand to utilise online conversations that are already taking place. All content was filmed on iPhones to amplify authenticity and relevancy to the brand’s millennial audience.