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Thursday, April 26, 2018 - 11:50 am - 12:30 pm
Lessons In Unconventional Innovation: Reese’s Peanut Butter Cups
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Reese's Pieces Peanut Butter Cup is the poster child of innovation. From being invented on a train ride home to an agile, real-time, launch, the Reese's brand re-wrote the book on innovation possibilities. Capitalizing on an 'equity explosion' that created '#Cupfusion' the brand's non-traditional, unconventional launch approach, led to quadrupling sales expectations in the first year.
In this session, you will learn how:
- the Reese's brand delivered one of the most unconventional, successful and cost-efficient product launches in Hershey history
- to take smart risks in innovation that drive growth
- to leverage social listening to get to know your consumer
Sr. Brand Manager, Reese's Brand
The Hershey Company