Mars vs Hershey: Snickers takes cheeky swipe at Reese’s

Snickers vs Reese’s – campaign overview

• Mars launches Snickers Peanut Butter using rivalry with Hershey
• Campaign spotlights real peanut butter amid critiques of Reese’s formulations
• Mars invites Americans named Reese to publicly endorse Snickers
• Move reflects confectionery brands prioritising culture-led marketing over product claims
• Signals intensifying competitive storytelling as CPG marketing battles escalate

Mars, Inc. is taking a sneaky swipe at one of its biggest competitors, in its latest ad campaign.

The confectionery giant has launched Snickers Peanut Butter, and it’s using people named Reese to do it – can you see where they’re going with this..?

That’s right everyone, it’s Snickers vs Reese’s or rather Mars vs Hershey.

“Snickers assembled a focus group of unbiased participants all who share one thing in common – their name is Reese,” says a spokesperson for the multinational in a rather tongue-in-cheek statement.

And that’s not all. The industry leader has taken things one step further with a comedy sketch for fans to enjoy...

Mars then goes on to highlight the fact its peanut butter is “real” amid accusations Hershey has switched to peanut-butter-style crèmes.

“When it comes to peanut butter and chocolate, people usually feel they have to compromise, but Snickers Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction,” says Martin Terwilliger, marketing vice president of Mars Wrigley North America. “We’re so confident in our product that we put it to the test. The verdict is in, and it’s clear nothing else satisfies quite like it.”

Snickers is now extending an invitation to every Reese in America, asking them to “publicly pledge their love for Snickers Peanut Butter”, with the chance to win a year’s supply.

Snickers new ad campaign is the latest in a flurry of playful, culture-driven product launches, as confectionery giants ramp up efforts to capture consumer attention.

This year alone, we’ve seen the launch of Ferrero’s FIFA World Cup campaign, Nestlé’s KitKat and Formula 1 collaboration, Ferrero’s Wonka-Netflix tie-up, and a Mars’ M&M’s Love Island partnership – clear evidence that the competitive bar is rising.

For now, we wait to see how Hershey will respond to Mars’ new Snickers campaign. Your move Hershey.