Reese’s launched their first-ever Australian PR activation in Bondi Beach, an extension of their ‘Everything is better with peanut butter’ campaign. The 3.8 metre Reese’s shoey was a giant chocolate shoe pouring peanut butter, paying tribute to the Australian tradition of 'the shoey.'
Peanut Butter Shoey
Giving Bondi Beach a larger-than-life taste of their iconic chocolate with a Peanut Butter Shoey
Client
- The Hershey Company
Office
- Melbourne
- Sydney
So many big brands seem to get it wrong when they try to expand into other markets and localise their marketing. Here’s an awesome example of a brand that treads the balance between appreciating Aussie culture and humour while cleverly owning its American DNA, all whilst piggybacking off a hilarious local trend. Onya Reese’s.
Jack Delmonte
Creative Director, VML Sydney
Reese's wanted to launch a PR-activation to build their brand awareness in Australia and more closely connect with brand fans.
According to Australian cultural customs and practices, ‘the shoey’ is one extraordinary way that foreigners (including Harry Styles, Post Malone and Lizzo) have earned the respect and adoration of Aussies almost instantly.
Reese's Peanut Butter Shoey – a 3.8 metre Reese’s shoey was a giant chocolate shoe pouring peanut butter, paying tribute to the Australian tradition of 'the shoey.'
The installation was visited by beachgoers over the course of 3 days, and rewarded onlookers with a share of up to 20,000 free Reese’s Peanut Butter Cups and an insta-worthy moment.
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