Campaign Targets Peanut Butter Positioning Battle
Snickers is entering the "creamy vs. crunchy" peanut butter debate with a cheeky new campaign that casts people literally named Reese as its focus group.
Directed by comedian Eric André, the creative captures unfiltered reactions as people with that surname—in various spelling variations—taste Snickers Peanut Butter and a new Snickers Peanut Butter Ice Cream for the first time. According to the brand, "they are officially SNICKERS fans."
Digital Activation and Broader Rollout
The campaign includes a digital activation inviting anyone in America named Reese to publicly declare loyalty to Snickers Peanut Butter for a chance to win a year's supply. The effort also amplifies the broader Snickers Peanut Butter lineup, including the ice cream extension.
The creative follows Snickers' recent "Stuck" advertisement, which positioned hunger as a driver of indecision. Rather than forcing consumers to choose between textures, the campaign frames Snickers Peanut Butter as "satisfied with everything you want in a single bite."
Media and Creative Details
Developed by creative agency BBDO New York, the campaign will run across social media platforms including YouTube, Snapchat, TikTok Pulse, and NBCUniversal properties.
Why It Matters
Snickers' move reflects broader category trends: major confectioners continue expanding peanut butter variants as the segment gains traction among consumers seeking protein-forward indulgences. The campaign's reliance on social-first distribution and participatory mechanics signals how candy brands increasingly blend entertainment with consumer engagement to cut through a crowded digital landscape.
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Written by FBM Publications Editors