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During the 2020 NBA Playoffs, the infamous meme comparing LeBron’s bald spot to the Reese’s Cup went viral. Reese’s recently decided to create an ad campaign playing on this meme where the wrapper has chocolate, and peanut remains, similar to the speckled appearance of the NBA player’s bald spot.
Reese's Cup: a peanut butter candy where the packaging is just as memorable as the candy itself.
During the 2020 NBA Playoffs, the infamous meme comparing LeBron’s bald spot to the Reese’s Cup went viral. Reese’s recently decided to create an ad campaign playing on this meme where the wrapper has chocolate, and peanut remains, similar to the speckled appearance of the NBA player’s bald spot.
LeBron James meme that went viral and inspired the new Reece's Cup Ad
Reese's Cup teamed up with Toronto’s creative agency, Anomaly, to center the ad not around the chocolate cup itself but the wrapper instead. The ad brings to life the resonating sentiment of experiencing having a little chocolate and peanut butter stuck to the bottom of the cup. This marketing piece is perceptive of its consumers, as fans of the brand can recount shared memories of the candy and uncupping the peanut cup from the wrapper.
Notably, the billboard ad doesn’t mention the brand’s name. Reese's chose to remove their name and the peanut butter cup to let the wrapper stand out on its own. Reese's marketing strategy enabled this because the Reeses’ wrapper is so well known. This notion first arose when LeBron shared a meme where the peanut butter cup is removed from the image. The meme relied solely on the resonance of the lasting brand image, which is that the wrapper is unmistakably Reese’s. In the uncupping promotional video, the wrapper slowly falls to the floor, and during that time, you wonder whether the person in the ad will pick up the remains on the wrapper.
The ad begs the question of whether leaving the last bit of chocolate on the wrapper is a good thing.
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