Reese's Takes a Big Swing With 'Reese's University' E-Commerce Store

By Brendan Menapace

If we hadn’t already gotten our college degrees, we’d be sending in our applications to Reese’s new “university.”

Reese’s University isn’t a real college per se, but the famous chocolate brand is launching an online “bookstore” for “students” to buy merchandise for the Fighting Cuppies.

Do they let you double major in chocolate and peanut butter, or do you have to pick just one? https://t.co/rcgxyoRUQz

— Food & Wine (@foodandwine) December 1, 2021

That makes it pretty legit then, right?

“There’s no better time to bite into the life you want than now,” the Reese’s University site says. “Reese’s University invites you to submit your application. Tell us who you are, why you’re awesome, and what makes you a true Fighting Cuppy. If you also want to tell us why we’re awesome, we never turn down flattery. Acceptance is pretty much guaranteed. The benefits and sense of accomplishment are life long.”

Best candy wasn’t enough… now we’re after best university. Learn more about Reese’s University at https://t.co/f62iQebfvt pic.twitter.com/QG3shoo7ey

— REESE'S (@reeses) December 1, 2021

By tying in the university look and the “Fighting Cuppies” mascot, it brings a new level of brand awareness and fun to the whole thing. The merch isn't available yet (it's coming in January 2022), but the website features lifestyle shots of "students" wearing various Reese's University branded gear, from T-shirts to athletics uniforms. And there's a preview of a few of the items:

Screenshot of the Reese's University website. | Credit: Reese's University

Even better, by requiring "applications," Reese's can use the campaign to build audience for future digital marketing efforts while also moving some merchandise in the process. The application asks for name, zip code and email, and has check boxes for applicants to select their favorite Reese's products. At the bottom, there are opt-in fields for marketing communications.

It's a big swing from Reese's and an interesting twist on the usual e-commerce sites that other fast food and snack brands have been launching lately. There's nothing wrong with good branded merchandise alone, but Reese's went all out for a fun promotional campaign with an immersive element that, hopefully, gets people talking.