“I really like the directions and believe a few of these definitely have platform potential.”
—Robert Gavazzi, Senior Director, Head of US Confection Innovation at The Hershey Company
We drew packaging, product and emotional benefit inspiration from other iconic brands such as Converse, Urban Outfitters and MOMA then TWISTed them with Reese’s for fresh ideas.
Because we were focusing on transition moments in Reese’s customers’ lives (e.g., transitioning from work to home) our Innovation work also included interviews with “TWISTED Experts” in Transition outside of the category such as career coaches and restorative yoga instructors to deliver fresh language and insights that were applied to Reese’s. This incredibly rich project was completed in just 6 weeks time, start to finish.
The BrandTwist team, in partnership with our friends at TrueGeist, developed over 30 concepts including product names and package designs, with 15 BASES-ready concepts prioritized by the Reese’s Innovation team for immediate testing. And, no, we can’t tell you any more about this project. #NotSorry