The launch of the chocolate peanut butter Reese's Spread was set to give Nutella competition, but consumer research indicated that value-conscious shoppers were not going out of their way to choose it over the most popular chocolate nut spread—enter Snacksters.
Hershey's Snacksters are portable packs that contain a number of graham cookie sticks, as well as a generous amount of the new Reese's Spread, the perfect amount for sampling and falling in love with the product.
Aside from packaging, other marketing and branding efforts for the Reese's Spread include calling it a "snack transformer," for its ability to flavor fruit and pretzels. The brand also set up talking vending machines that enticed consumers to sample the spread with an oversized spoon.
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