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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


Ryan Riess
Sr. Brand Manager, Reese's Brand
The Hershey Company

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