October 29, 2025
An American holiday goes global.
Halloween was once a primarily American tradition, but its influence has steadily expanded across the globe. In recent years, excitement around the season has grown, especially among 18 to 34-year-olds, with pop culture and entertainment playing a major role. As the holiday gains momentum internationally, REESE’S treats are well positioned to become the world’s definitive Halloween candy. In emerging markets, the brand’s iconic orange packaging creates instant seasonal recognition, while the unmistakable combination of peanut butter and milk chocolate offers a uniquely American experience that resonates across cultures.
Enter: A Killer Collaboration
Do you like scary movies? We do. That’s why we teamed up with the legendary Scream franchise to launch a bold new partnership. As international excitement builds around Halloween, and the upcoming release of Scream 7 coming to cinemas February 2026, the Scream for REESE’S campaign might just be the best pairing since peanut butter met chocolate.
Our goal with this campaign is to bring our REESE’S strategy to global markets during Hershey’s biggest holiday season. It’s the first time we’ve participated in a partnership of this kind, and we believe this approach will enable us to celebrate the legacy of Scream and establish REESE’S candy as the quintessential Halloween treat in five key countries.
After all, the REESE’S brand has always been about being bold and unapologetic, which makes it a natural fit for Halloween’s playful scares. Much like the Scream franchise keeps fans on edge with its shocking plot turns, REESE’S treats deliver their own kind of thrill—starting with that irresistible first bite of creamy peanut butter wrapped in chocolate.
In the U.S., REESE’S candy is deeply associated with Halloween. We believe there’s a global opportunity to spread that enthusiasm globally as the spookiest of holidays gains popularity abroad. So, we’re encouraging consumers everywhere to Scream for REESE’S.
Prioritizing REESE’S placement
The Scream for REESE’S partnership has taken on many faces, Ghostface included. Designed to generate international buzz around REESE’S and Halloween while building anticipation for Scream 7, hitting theaters February 2026, the campaign features interactive experiences, social media engagement and sweepstakes.
Fans also have a thrilling opportunity to win private “Screamings” of Scream 7, complete with REESE’S treats and exclusive gear in select markets.
To support the excitement at retail, the campaign delivers compelling seasonal concepts and highlights opportunities to prioritize REESE’S product placement, proving that peanut butter cups and Halloween are truly a scream-worthy duo.
Here’s what we’ve done so far:
- In Australia, exclusive themed in-store displays and sweepstakes resulted in increased brand visibility among Halloween shoppers.
- In the United Kingdom, co-branded social media activations and pop-up events captured the attention of younger audiences (18-34), resulting in social reach and a marked rise in the REESE’S brand’s seasonal market share. On London’s South Bank, we installed a REESE’S-themed phone booth where passersby decide if they’re brave enough to answer a call (and walk away with free REESE’S treats).
- In Germany, experiential prizes such as VIP movie screenings fostered stronger consumer connections and led to increased foot traffic and repeat purchases during Halloween.
- In Mexico, A flagship OXXO location transformed into a Halloween spectacle, complete with eerie decor, Ghostface-inspired elements, and plenty of REESE’S treats. Additional activations include events at universities, parks, plazas, and Six Flags, along with in-store displays and sampling across more than 95 retail locations.
- In Puerto Rico, multi-touchpoint Halloween experience across key retail locations, engaging consumers through in-store events and branded giveaways.
Shaping the future of seasons
The Scream for REESE’S partnership marks our first venture of this kind, but it’s just the beginning. This campaign sets the stage for future collaborations that deepen brand relevance and seasonal impact.
For three decades, Scream has been celebrated during Halloween season. The same goes for REESE’S candy. Now, we’re taking those cherished cultural connections and inviting the international community to join us in celebrating the season and all its hauntingly delicious treats. Through in-store activations, co-branded digital campaigns and immersive experiences, we’re letting the world know that REESE’S is a Scream.
Do you like scary movies? Look for Scream 7 in cinemas February 2026.