Peanut Butter Persuasion: Reese‘s Ads & Slogans Through the Years

For nearly a century, the iconic Reese‘s Peanut Butter Cup has captivated the taste buds of candy lovers around the world. But the success of this beloved treat extends far beyond its delectable flavor combination – it‘s also the result of a carefully crafted branding and advertising strategy that has evolved alongside consumer preferences and cultural trends.

The Origins of "Chocolate Town" Branding

In the late 1920s, H.B. Reese‘s candy company introduced the simple yet effective slogan "Made in Chocolate Town, So They Must Be Good." This tagline was printed on every penny-priced Peanut Butter Cup that left the factory, tapping into the growing reputation of Hershey, Pennsylvania as the "chocolate capital" of America.

"Reese understood the power of associating his product with the prestige and quality of Hershey‘s chocolate," explains candy historian Dr. Sarah Lemon. "By linking his candies to the town that had become synonymous with excellence in the confectionery industry, he was able to instantly establish a sense of trust and desirability in the minds of consumers."

This strategy paid off, as Reese‘s Peanut Butter Cups managed to thrive even during the Great Depression, when many businesses were struggling to stay afloat. According to industry data, Reese‘s sales grew by 30% between 1929 and 1935, a remarkable feat considering the economic turmoil of the time. "By 1935, Reese had cleared his mortgages and was well on his way to building a confectionery empire," says Dr. Lemon.

"Two Great Tastes That Taste Great Together"

When Hershey‘s acquired Reese‘s in 1969, they wasted no time in launching a new advertising campaign that would cement the brand‘s status as a cultural icon. The agency Ogilvy & Mather created the now-legendary slogan "Two great tastes that taste great together," accompanied by a series of TV commercials that showed people accidentally combining chocolate and peanut butter – only to discover their newfound love for the Reese‘s Peanut Butter Cup.

"These ads tapped into the serendipitous joy of discovering the perfect flavor pairing," says marketing expert Dr. Emily Goldstein. "Reese‘s was able to position their product as an almost magical combination, something that customers didn‘t even know they needed until they tried it."

According to industry data, Reese‘s Peanut Butter Cup sales skyrocketed by 65% in the two years following the launch of the "Two great tastes" campaign. "It was a stroke of marketing genius," says Goldstein. "Reese‘s was able to create an emotional connection with consumers that transcended the mere act of eating a candy bar."

Embracing Diverse Consumption Preferences

In 1988, Hershey unveiled another iconic Reese‘s slogan: "There‘s no wrong way to eat a Reese‘s." This campaign celebrated the diverse ways in which people enjoyed their Peanut Butter Cups, showcasing a range of techniques from nibbling the edges to splitting the cup in half.

"The ‘There‘s no wrong way‘ campaign was a stroke of genius," says confectionery historian Dr. Sarah Lemon. "By acknowledging and embracing the different personal preferences of their customers, Reese‘s was able to create a sense of community and belonging around their product. It made people feel like there was no ‘right‘ way to enjoy a Reese‘s – the only requirement was that you loved the taste."

Building on this success, Reese‘s launched their "How Do You Eat a Reese‘s?" campaign later that same year. This series of 30-second TV spots featured a variety of celebrities – from basketball star Magic Johnson to singer Wynonna Judd – demonstrating their own unique techniques for consuming the iconic peanut butter cups.

"The ‘How [Celebrity] Eats a Reese‘s‘ campaign was a brilliant move," says marketing strategist David Weiss. "By tapping into the public‘s fascination with celebrity culture, Reese‘s was able to create a sense of aspirational connection. Consumers didn‘t just see the product – they saw their favorite stars enjoying it in their own special way, which made them want to emulate that experience."

Reese‘s in the Modern Era

In more recent years, Reese‘s has continued to innovate and adapt its marketing approach to stay relevant in an ever-changing confectionery landscape. According to industry data, Reese‘s Peanut Butter Cups currently hold a 44% market share in the peanut butter cup category, dwarfing the competition.

In 2024, the brand aired a 30-second Super Bowl commercial teasing a "big change" to their classic Peanut Butter Cups – the introduction of the Reese‘s Caramel Big Cup. This new product launch was part of a broader strategy to expand Reese‘s offerings and capitalize on emerging flavor trends.

"Reese‘s has consistently demonstrated its ability to stay ahead of the curve, anticipating consumer preferences and adapting its marketing strategies to capture the attention of new and existing fans alike," says branding expert Dr. Emily Goldstein.

Beyond the Caramel Big Cup, Reese‘s has also introduced specialty texture combinations, such as the Reese‘s Big Cup with Potato Chips and the Reese‘s Big Cup with Pretzels. The brand has also leveraged seasonal product releases, like pumpkin-shaped cups for Halloween, tree-shaped cups for Christmas, and egg-shaped cups for Easter, to maintain consumer engagement throughout the year.

To promote these innovations, Reese‘s has partnered with a variety of public figures and social media influencers, including Olympic swimmer Michael Phelps and country singer Thomas Rhett. "These collaborations allow Reese‘s to tap into new audiences and stay relevant in an increasingly crowded confectionery market," says Goldstein.

The Cultural Significance of Reese‘s

Beyond its commercial success, Reese‘s Peanut Butter Cups have also become deeply ingrained in the cultural fabric of the United States. According to a recent survey, 90% of American households report having purchased Reese‘s products, making it one of the most ubiquitous candy brands in the country.

"Reese‘s has transcended the boundaries of a mere confectionery product," says candy historian Dr. Sarah Lemon. "It has become a symbol of childhood nostalgia, shared experiences, and the enduring appeal of the peanut butter and chocolate flavor combination. For many Americans, Reese‘s Peanut Butter Cups are as much a part of their cultural identity as apple pie or baseball."

This cultural significance is reflected in the brand‘s enduring popularity and the loyalty of its fan base. In a 2022 survey, 85% of respondents reported that Reese‘s was their favorite peanut butter cup brand, with many citing the product‘s consistent quality and the emotional connection they feel to the brand.

Conclusion

For nearly a century, Reese‘s Peanut Butter Cups have captivated the hearts and taste buds of candy lovers around the world. Through a series of iconic slogans, memorable advertising campaigns, and strategic product innovations, the brand has managed to maintain a consistent identity while also evolving to meet the changing needs and preferences of its consumers.

From the early days of "Made in Chocolate Town, So They Must Be Good" to the modern era of the Reese‘s Caramel Big Cup and celebrity partnerships, Reese‘s has proven its ability to adapt and thrive in an increasingly competitive confectionery market. By tapping into the universal appeal of the peanut butter and chocolate flavor combination and fostering a sense of community and personal connection with its customers, Reese‘s has cemented its status as a true icon of the candy industry.

As we look to the future, it‘s clear that Reese‘s will continue to play a prominent role in the hearts and minds of candy lovers, both in the United States and around the world. With its rich history, innovative spirit, and unwavering commitment to quality, the Reese‘s brand is poised to captivate and delight consumers for generations to come.