Presenting: Nutella Stuffed Reese’s Peanut Butter Cups

By: Makenzie, Kimia, Chris, Kara, Kyle, & Devin

Part 1: Introduction

Table of Contents ● Assumptions of Product● History of Reese’s● History of Nutella ● Rude Q&A● Customer Research● Existing Mediums/Mediums research● Our Campaign● Our Messages● Storyboard● Our Mediums● Our Story● References

Assumptions of Product

● In the beginning, we thought we would have a younger demographic.● Our initial thought was that the new Reese’s product would not be marketable

to an older demographic. However, following our research, the target audience is actually 18-35 year old adults.

● Originally, we thought magazine spreads would be the best medium. Again, after our research we found out that advertising through mass mediums would reach a larger amount of our target audience.

● We assumed that Hershey’s chocolate bars were the biggest revenue generators for Hershey’s company. Contrastingly, we found that Reese’s Peanut Butter Cups is the biggest contributor in generating sales for Hershey’s.

Part 2: Our Research

History of Reese’s Reese’s Peanut Butter Cups was created by Harry Burnett (H.B) Reese in the 1920’s.

He had originally worked on the Milton S. Hershey Dairy Farm.

After several years of working there he became inspired and set out to make his own chocolates.

History of Reese’sHe eventually set up the H.B. Reese Candy Company.

In 1928, Reese also started selling chocolate and peanut butter confections he simply called peanut butter cups which became his most popular product.

After major success, Reese unfortunately died of a heart attack in 1956.

Seven years later, his children sold the family business to the Hershey’s Chocolate Company, which is where Reese had first been inspired.

History of Reese’sToday, Reese’s Peanut Butter Cups are the second most popular candy in the United States.

The candy alone racks $399 million in annual revenue.

Reese’s Pillars

● Environment● Marketplace ● Community ● Workplace

“The perfect combination of chocolate and peanut butter.”

Mission

“Continuing Milton Hershey’s legacy of commitment to consumers, community and children, we provide high-quality HERSHEY’S products while conducting our business in a socially responsible and environmentally sustainable manner”.

History of NutellaNutella was first created in the 1940s by Pietro Ferrero.

Ferrero was a pastry maker and founder of the Ferrero company.

During World War II, there was an extreme shortage of chocolate due to cocoa rationing.

So Ferrero decided to use hazelnuts as an alternative, which were plentiful in Italy to have that chocolate effect.

History of NutellaFerrero’s son, Michele, made the product into a paste, so it could easily be spread onto bread or whatever the consumer wanted.

The Nutella spread was very well received since it was an inexpensive and convenient treat for people to enjoy.

Currently, it outsells Marmite in the UK.

“Mother has her recipes, and so do I, I have my bread and nutella.”

NutellaFerrero’s Pillars

● Family ● Innovation & Creativity ● Quality & Freshness● Responsibility & Impact

Purpose statement

“We love Nutella as much as our consumers do. For this reason, we want to give them only the best, as we have been doing since the very beginning.”

Mission

“Glocal” (Think globally, act locally) Savoir-faire, Passion, & Care (Ferrero)

Reese’s past extensibility:Some products were a hit... And some… What...?

Candles, cosmetics, and cookies! Oh my!

WHY? Because, WE CAN. (Rude Q&A Samples)Why would customers want to buy this product?

The appeal and outstanding taste of this dynamic duo, all-in-one treat, will draw new and existing customers from near and far, high, and low. This expansion of the Reese’s family will be enticing, fun, and may be even a bit sexy. With this new chocolate delight, lovers of Reese’s Peanut Butter Cups and Nutella will soon rejoice. Just wait, because Reese’s and Nutella are here to blow your mind - and your taste buds.

Why partner with Nutella, rather than use Hershey’s hazelnut spread? Let’s be honest, Nutella dominates the chocolate spread market. We wanted to create the sweetest product

combination the world has yet to see. So, we figured, hey, let’s bring these two lovely, chocolatey brands together and give the customers something they really want - pure satisfaction.

What is the product’s competitive advantage?Well, if you can’t beat them… join ‘em, right? We’ve combined two powerhouse candies, so there is no doubt we will

continue to produce at the top of the market. Think of the new Nutella filled Reese’s Peanut Butter Cups with the best twist ever - a jackpot of Nutella stuffed inside just waiting to ooze out. This product should be so satisfying, consumers would have no reason to turn to anything else for the same level of comfort and surprise.

How is the Reese’s brand identity changing?Everybody likes a little twist in their routine. We are most definitely not changing our values, we’re simply adding a little

fun to our Reese’s family. To us, Nutella is a divine member of the chocolate “it” crowd and we want the consumers to experience all the excitement with us. So watch out candy lovers because the new Nutella stuffed Reese’s Peanut Butter Cups are here to stay!

Customer ResearchHershey’s CEO, David J. West described Reese’s target market of 18-35 year olds as having three distinct consumer profiles:

1) Loyal Indulgers: Older, account for up to one-third of sales for some Hershey brands.

2) Engaged/Exploiting Munchers: Consume a broad menu of candy brands. Hershey’s has increased its advertising billings specifically to target this group with the Reese’s Peanut Butter Cup brand.

3) Practical Value Seekers: Largest segment, 20’s-35’s, not seeking discounting, instead seeking benefits over price.

Taken from a survey conducted from January 2013 to March 2014 among 24,000 American adults:

- 6.5% stated having eaten 3-4 servings of Reese’s Peanut Butter Cups.

- 13.3% stated having eaten 1-2 servings within the past 30 days.

Social Media ResearchThe Reese’s brand is highly consistent with their posts on all social media platforms. On both Facebook and Twitter, they post the same announcements and promotions. This makes them a reliable and credible source for both users on Facebook and Twitter.

- 11,968,644 likes on Facebook- 178K followers on Twitter- No instagram (Only hashtag campaign)

According to the Pew Research center, as of September 2014:

■ 71% of online adults use Facebook

■ 23% of online adults use Twitter

Existing Mediums

#REESES-They do not have an instagram account. It is not relevant to their message format. They would rather communicate back to their consumers through text not through miscellaneous photographs.

-Hashtag campaign “REESE'S”

A. 405 Freeway: a. The US Department of Transportation released statistics, and named the 405 Freeway

in Los Angeles “The Busiest Freeway in the US.” averaging 379,000 vehicles each day. (Bachrach - Curbed LA)

B. Time Square:a. It is said that 26 million people visit Times Square each year, which is about 50,0000

people who go through Times Square every day, which consists of 25,0000 employees, residents and of course tourists. (Goodson - Forbes)

C. Piccadilly Circus London:a. 100 million tourists pass through it every year, which leads to billions of pictures

being shared with the ads in them. (Londontopia.com)

Mass-advertising/ Billboard Research

Television Research - NFL

Official sponsor of the NFL

The 2014 regular season reached 202.3 million unique viewers, representing 80 percent of all television homes and 68% percent of potential viewers in the U.S. (Baron,

TV by the Numbers)

Almost two thirds of US adults say they currently watch NFL football. (Marketingcharts.com)

“Influential other” ESPN’s Rece Davis, current Reese’s ambassador:

“Today’s show is brought to you by Reese’s Peanut Butter Cups. Taste the unthinkable with

Reese’s new Nutella stuffed Peanut Butter Cups. Perfect just got better.”

Our Campaign

Expectations and Intentions

Social Media (Twitter/Facebook): As stated before 71% of all online adults use Facebook. And with a multi-million user following, Facebook is the obvious choice to announce and promote this new partnership. With our posts we hope to increase followers, tweet back to more consumers, incorporate more humor into Twitter and Facebook posts, and create a welcoming awareness about our product.

Commercial (NFL): Reese’s is already a sponsor of the NFL and NCAA. This is a great mass-medium to use to reach a large audience. In utilizing an “influential other,” ESPN host Rece Davis, will promote and advertise our product in hopes that our messages will expand to NFL audience viewers about our new product launch.

Billboard - LA, NY, LONDON: Three of the most visited tourist cities in the world and advertising meccas. We will advertise on billboards in these heavily populated regions in order to gain the most attraction for our product.

Reese’s messaging background: The Reese’s brand is known for simplicity in their designs. Within their marketing campaigns, they create a sense of community when indulging in their products, and are known to have a distinctly sarcastic tone in their advertisements. Therefore, we plan on keeping the Reese’s “voice” throughout our message campaign.

Sample Twitter or Facebook post: Sample Facebook or Twitter post:

Sample Facebook Cover Photo

Storyboard:

Our messages: What we want our audience to FEELBy combining warm colors with simple and understandable messages within our designs we hope our audience feels welcomed and excited for the newest addition to the Reese’s family.

The Reese’s brand is not just an everyday candy company, it is a community. We hope both Reese’s and Nutella lovers feel part of our family with our welcoming messages.

Our adult targeted messages are light, fun, and accepting of any current mass-medium.

By creating a humorous and homophilous tone to our campaign we hope our viewers look forward to our updates and enjoy viewing our exciting and enticing advertisements.

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References http://la.curbed.com/archives/2013/08/the_405_through_la_is_the_busiest_interstate_in_any_us_city.php

http://tvbythenumbers.zap2it.com/2015/01/09/nfl-2014-tv-recap-202-million-viewers-game-viewership-nearly-triples-broadcast-primetime/

http://www.marketingcharts.com/television/2-in-3-adults-watch-nfl-19687/

http://www.forbes.com/sites/marketshare/2011/02/16/how-to-make-or-break-an-ad-in-times-square/

http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

http://www.mediapost.com/publications/article/84876/hershey-hikes-ad-spend-for-new-consumer-centric-st.html?edition=

http://www.hollandsentinel.com/article/20140623/NEWS/306239966

http://www.auroraadvertiser.net/article/20140623/NEWS/306239972

OUR JOBS:

Devin: Mass Media Researcher/Chef

Kimia: Social Media Specialist

Chris: Graphic Design Specialist

Kyle: Candy Historian

Kara: Director of Art & Design

Makenzie: Director of Human Resources