Reese's Oreo Marks One Year With Nostalgia-Fueled Campaign
The Hershey Co.’s Reese's Oreo Cups — the mash-up combining the iconic peanut butter cups and sandwich cookie that debuted last year — is celebrating its first anniversary. The brand is marking the milestone with a celebrity-driven marketing campaign designed to remind shoppers of the product's popularity and drive continued excitement in the candy aisle.
To mark the occasion, the Reese's brand partnered with actresses Lindsay Lohan, Amy Sedaris and Patricia Arquette on a creative effort that reinforces the idea that some combinations are simply meant to be.
The campaign includes anniversary-themed packaging, in-store displays and shelf talkers that reinforce the collaboration's story and "destined pairing" message.
The campaign is part of a broader co-branded storytelling strategy and encourages social sharing, aligning with the product’s viral launch momentum.
Directed by Arquette with Juxtapose Studio, a short-form commercial on the brand’s Instagram and YouTube pages shows Lohan and Sedaris coming together through a shared love of Reese’s Oreo Cups. The creative is a nod to Lohan’s 1998 role in The Parent Trap, while leaning into nostalgia and humor.
The campaign highlights the product's success, which has generated more than $188 million in retail sales, reinforcing its place in pop culture.
"The best innovations become part of culture because they tap into something consumers already care about," Melissa Blette, senior brand manager at The Hershey Company, said in a media release. "Reese’s Oreo was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them."
Reese’s Oreo Cups was the brand’s top innovation for 2025. Since launching, the product has expanded the brand's reach by attracting new and younger consumers, helping introduce the next generation of fans to the Reese's brand.
"We knew we wanted to do something worthy of the icons that are Reese’s and Oreo,” Liz Bornstein, Hershey’s senior director of creative connections, said in the release. “The notion of having these three iconic women come together to tell this story was something we just couldn’t say no to.”
The campaign also encourages consumers to share their own Reese's Oreo mash-up creations on social media.
