Reese’s Pieces Peanut goes atmospheric.

It's not rocket science. But it's close.

We took one giant leap.

That moment in 1982 when E.T. was lured out of hiding with a trail of Reese’s Pieces, the candy launched onto the world stage. Sales soared by more than 300%, and Hershey didn’t even have to pay Spielberg for the honour. But when they introduced the new Reese’s Pieces Peanut to Canada, the loveable extraterrestrial couldn’t even get a mention. So how did they recapture that out-of-this-world energy? By leaving the world behind with a very literal product launch.

Making media look up.

As our partners at Anomaly brought this sky-high idea to life with an atmospheric weather balloon, we were at ground zero with ET Canada’s Sangita Patel. Other outlets picked up the story, and social media buzz was quick to follow. The result? A big conversation about a tiny piece of candy.

Some say that brave balloon is still floating to this day.
(It’s not. Well, only in our hearts.)

Social engagement
Post engagement



Media impressions



Total ET impressions






Social impressions

Next project
Honda / Acura