Context
Create a campaign for Reese’s that expands awareness beyond the iconic Peanut Butter Cup to lesser-known products like Fast Break and Take 5.

Insight
People tend to stick with what they already like, whether it’s candy or music, missing out on new favorites.

Big Idea
Use music discovery as a parallel to product discovery, encouraging people to explore more of Reese’s by stepping outside their usual taste.

Execution

• Concepted Reese’s Music Festival, a campaign platform built around discovery and exploration

• Paired well-known artists with lesser-known acts to mirror hero products vs. under-the-radar ones

• Designed festival visuals, lineups, and branding to connect Reese’s products with music experiences

• Created cross-channel campaign assets (posters, social, digital) highlighting different Reese’s products as “artists” to discover

• Developed the campaign line: “Don’t hold back your palate.”

Process
Explored parallels between music habits and consumer behavior, identified a cultural truth around comfort and repetition, and translated that into a campaign that connects product discovery with a familiar, engaging experience.