Already the star of the snacking aisle, REESE’S™ was ready for its next big role — moving into salty snacking with the launch of REESE’S™ Popcorn.
The challenge? To make REESE’S™ feel instantly at home in the ritual of movie-night — familiar, indulgent, and bold enough to steal the spotlight in a crowded category.
So, we took REESE’S™ to the movies. Drawing on the epic visual language of cinema, we reimagined the brand’s unmistakable assets through the lens of Hollywood spectacle — bold, playful, and larger than life. At the centre sits an iconic popcorn box, shot from a cinematic angle, overflowing with REESE’S™ Popcorn and wrapped in an oversized logo crop. Borrowing from the scale and drama of movie posters, our design puts product and brand in the starring role.
The cinematic treatment continues on back of pack, with hype-led copy inspired by REESE’S™ irreverent tone of voice. Typography, photography, and composition work together to create a confident system fluent in both movie culture and salty snacking. And on screen, the world comes alive in motion — bringing humour and blockbuster energy to make REESE’S™ Popcorn the main feature of any movie night.
Voiceover: Will ArnettPhotography: Katie Clark
