Reese’s candy company just called out doubters of its newest product, Reese’s Thins, as part of a multi-layered social media campaign.
After Twitter users voiced skepticism about the new candy cups, the company sent samples of the yet-to-be-released products to hundreds of people who happened to share the names of the skeptics—but not to the skeptics themselves. They touted this triumph on Twitter, complete with screenshots of the haters’ salty posts.
The brand’s #NotSorry campaign began last year as a poke at competitor Mars’ campaign, “Sorry, I Was Eating a Milky Way.” It encouraged Reese’s lovers to ignore the ringing doorbell at Halloween and keep all their peanut butter cups for themselves. The most recent iteration of the campaign interacts even more directly with Twitter users, both haters and lovers, as it calls both groups out by name, or Twitter handle.
This isn’t the first time Reese’s has leveraged social media to drive awareness. In fact, the brand is a top performer on social media, according to Gartner L2’s Digital IQ Index: Food. It often promotes new products on Facebook, where it collects 12,000 interactions per post, the third-most out of all tracked brands. This is a particularly smooth move, as Facebook is known for bringing diehard fans of just about anything together thanks to its Pages feature.
So far, the #NotSorry campaign has enjoyed success, with 29% of US consumers over eighteen reportedly seeing a Reese’s ad in the first few months of its release, topping its peak awareness of 28% in 2017. That said, its recent #NotSorry roast post already has 326 retweets since it surfaced less than two weeks ago and has transformed some of the negativity into positivity with several comments of thanks from users who received the free candy.
The move demonstrates the fact that in addition to being a hotbed for hate, social media presents a platform for companies to connect with fans. Brands hoping to avoid crumbling against hate should consider concocting a social media counterattack of their own.