Glossy partnered with Hershey Canada Inc. to promote its “Uncupping” campaign that was inspired by by a popular meme featuring NBA superstar LeBron James comparing the thinning hair on the back of his head to a Reese’s Peanut Butter Cup wrapper. Well, that and some consumer insight.
Created by Anomaly Toronto, the campaign is built around a jumbo billboard featuring only the wrapper of a Reese’s Peanut Butter Cup, with a tiny smudge of chocolate and peanut butter stuck to the bottom. The campaign also features TV and a robust social media campaign built around the insight that people either love or hate the bit of Reese’s Peanut Butter Cup that gets stuck to the wrapper. Read the press release.