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Confectionery major The Hershey Company and CPG giant Mondelēz International are marking the one-year anniversary of the REESE'S OREO Cup with a celebrity-led creative marketing push.
Since its commercial introduction, the cross-category collaboration has generated over US$188 million in retail sales to date. The performance established the product as the Hershey-owned Reese's brand's primary innovation for 2025, driven by strong repeat purchase behaviour and widespread consumer engagement across North American retail channels.
Commercial Performance and Consumer Demand
The development of the REESE'S OREO Cup originated from years of organic consumer discussion and social media requests advocating for a combination of chocolate, peanut butter, and sandwich cookies. By formalising the partnership, both brand owners translated long-standing consumer sentiment into a commercial product rollout.
Key commercial and performance highlights from the first 12 months in retail include:
🍫 Product Formulation: Integrates milk chocolate and white crème peanut butter cups filled with OREO cookie crumb inclusions.
📈 Sales Velocity: Delivered more than US$188 million in total retail sales during its initial 12-month trading window.
👥 Demographic Expansion: Attracted new and younger consumer demographics to the core Reese's franchise, driving incremental volume across the confectionery aisle.
Melissa Blette, Senior Brand Manager at The Hershey Company, stated that tapping into pre-existing consumer enthusiasm enabled the business to build a product aligned directly with established market demand, supporting sustained retail performance beyond the initial launch window.
Celebrity Marketing
To celebrate the product's first year on retail shelves, the brand has launched an integrated marketing push centred on the concept of natural pairings.
Directed by Patricia Arquette with creative production managed by Juxtapose Studio, the campaign features actors Lindsay Lohan and Amy Sedaris. The media execution serves as a tribute to the fan community that championed the flavour combination online prior to its commercial production.
The promotional rollout utilises digital media, video content, and social channels to reinforce brand awareness and support ongoing store-level sales velocity across mass, grocery, and convenience channels.
Cross-Category Co-Branding
The success of the REESE'S OREO Cup highlights how leading CPG manufacturers deploy strategic co-branding agreements to generate incremental category growth. By combining intellectual property from two leading confectionery and biscuit brands, Hershey and Mondelēz created a high-impact retail offering that stimulated basket size and trial without relying on long-term capital investments in entirely new sub-brands.
The co-branded product continues to hold broad distribution across mass retailers, grocery chains, and convenience store networks nationwide.
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