The combination in Reese’s Peanut Butter Cups is perfect which is why this beloved brand has been so popular for 9 decades. When Butterfinger Peanut Butter Cups came to the candy aisle with a square shape, crunchy center, and aggressive attitude it was time distinguish the original from a copycat competitor. Our task was to create an ecosystem of engaging digital content. This work stepped up Reese’s presence on social media, TV, and online. Creative leveraged everything that makes Reese’s an iconic original from the orange packaging, to its round shape, and even the brown wrapper. The creative engaged followers on social media with timely, culturally relevant messages and reminded them why Reese’s is the king of peanut butter cups. It all added up to real Reese-ults, too. Sales increased by 32 % and the brand's Twitter following increased by 75%. Plus, Reese's received more likes on Facebook than its main competitors Snickers, M&M's, and Butterfinger.