Fans drive REESE'S OREO triumph

The product has become one of the confectionery category's strongest-performing launches in recent years

The Hershey Company is celebrating the first anniversary of the REESE'S OREO Cup with a marketing campaign featuring actor Lindsay Lohan, comedian Amy Sedaris and director Patricia Arquette.

The campaign highlights the product's commercial performance and its origins in long-running consumer demand for a collaboration between the Reese's and OREO brands.

According to The Hershey Company, the product has become one of the confectionery category's strongest-performing launches in recent years, generating more than $188 million in retail sales since its introduction.

Campaign celebrates fan-inspired collaboration

The anniversary campaign centres on the idea that some partnerships are meant to happen, reflecting years of online discussions in which consumers imagined a combination of Reese's peanut butter cups and OREO cookies before the product was officially launched.

Directed by Patricia Arquette and produced by Juxtapose Studio, the campaign features Lindsay Lohan and Amy Sedaris and acknowledges the role consumers played in driving interest in the product.

Lindsay Lohan: "I love that I'm able to be a part of such a moment with REESE'S OREO. Working on this campaign has been such a fun experience, and it's been amazing to see fans embrace this collaboration. Getting to share this moment and work with Amy and Patricia makes it even more special."

Amy Sedaris: "I've had some wonderfully strange jobs in my life, but helping bring a decades-old snack legend to life with Lindsay and Patricia is definitely up there. Somehow REESE'S OREO managed to turn nostalgia, friendship and peanut butter into a real job, and for that I'm grateful."

Product reaches $188 million in retail sales

The REESE'S OREO Cup combines milk chocolate and white crème peanut butter cups with OREO® cookie crumbs. The Hershey Company said the product has generated more than $188 million in retail sales and has become the Reese's brand's top product innovation for 2025.

The company also said the product has attracted younger consumers to the brand while encouraging repeat purchases and expanding Reese's customer base.

Brand builds on consumer demand

Melissa Blette, Senior Brand Manager, The Hershey Company: "The best innovations become part of culture because they tap into something consumers already care about. REESE'S OREO® was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them."

www.thehersheycompany.com

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