Trends & Insights

REESE’S Announces Outrageous New Product in Outrageous Way

Ryan Riess
Senior Brand Manager, REESE'S

In my time working on the Reese’s brand, one thing that has been abundantly evident is that our fans go crazy, absolutely crazy, at even the slightest glimpse of a new Reese’s product. Just take a look back at some of our recent, award-winning launches, including #Cupfusion and #Cupspiracy, to see our fans’ reactions. It’s simply priceless. We’ve found that our fans expect us to think outside the box just like they do. They expect something incredible, something outrageous, and something that only the Reese’s brand can do. Challenge accepted.


What type of product would be so outrageous that it deserved the most, next-level reveal in Reese’s history? How about a new item that was literally outrageous - Reese’s Outrageous Bars. These new treats are exploding with texture and flavor, complete with caramel and Reese’s Pieces candy surrounding peanut butter and covered in milk chocolate. Outrageous, right?!


We came across the story of Royal, Oak, Mich., a small town outside of Detroit known nationally for its annual Halloween Spooktacular (34 years running). So, we took a cue from our outrageous fans and thought, “What could be more outrageous than marrying the country’s #1 Halloween candy brand with one of the country’s most festive and outrageous towns?” We take it next level, so giving the exclusive, first taste of Reese’s Outrageous Bars to fans in Royal Oak, during its legendary trick-or-treating extravaganza, seemed like the perfect time and place. 

Throughout October, we invaded the town with mysterious clues. Reese’s Pieces-inspired dots popped up on the sidewalks, a larger-than-life mural appeared overnight and an orange-clad storefront in the middle of town was suddenly cloaked in secrecy as a clock counted down to the annual Spooktacular. 

On October 29 when the clock struck 1 p.m., Reese’s-colored confetti shot from cannons and, joined by the mayor of Royal Oak, we revealed a Reese’s-inspired storefront and, most importantly, unveiled our newest product. Not only was this the first sampling of the Reese’s Outrageous bars, but this was Reese’s largest sampling event EVER with volunteers distributing 30,000 bars to Spooktacular attendees. 

This takeover is just the beginning of our outrageous story, as we begin to share the outrageousness with the world. Reese’s Outrageous Bars don’t hit shelves until May 2018, but, but we have plenty more outrageousness in store in the coming months. So stay tuned… 

Check out our recap video and more photos below to see the entire Spooktacular takeover and to salivate over the new Reese’s Outrageous Bars before they hit stores next year.