Reese’s University Campaign Development

Campaign Identity & Packaging

The Reese’s team had hatched a big idea. Reese’s University: The most premier chocolate and peanut butter research institution in the world and proud home of the Fighting Cuppies. A University where anyone could enroll and be accepted. We partnered with them to develop the look and feel of Reese’s University and finalize campaign assets that would travel across TV, retail, and digital. Ultra illustrated Cuppy, the Reese’s University mascot, multiple Reese’s University logos including the official school crest, tone of voice and copywriting, packaging and merch. To support the overall project, we also developed a directional look for swag across university apparel, tailgating gear and Reese’s University uniforms. The campaign launched this spring in partnership with NCAA for March Madness and Fall Football. Go Cuppies!