Reese’s has introduced a new product, Reese’s Medals, in celebration of the upcoming Olympic and Paralympic Games Paris 2024. This launch marks the brand’s first seasonal shape for the summer and is available for a limited time, honoring The Hershey Company’s continued partnership with Team USA. Reese’s Medals aim to capture the spirit of the Olympics and Paralympics, embodying the iconic chocolate and peanut butter combination that Reese’s is famous for.
To highlight the introduction of Reese’s Medals, Reese’s has initiated the Legend vs. Newcomer campaign. This campaign features a collaboration with notable U.S. Olympic and Paralympic gold medalists, as well as hopefuls, to showcase a sense of friendly competition among fans. The campaign includes athletes like soccer Olympic gold medalist Alex Morgan and Paralympic gold medalist Jessica Long as the “Legends,” alongside “Newcomers” like Olympic hopeful Sophia Smith for soccer and Paralympic hopeful Haven Shepherd for Para Swimming.
Shannon Wilkinson, Reese’s senior brand manager, expressed the brand’s enthusiasm for celebrating the legendary status of Reese’s Peanut Butter Cups and paralleling that with the achievements of renowned athletes. Through the partnership with Team USA and the selected athletes, Reese’s aims to bring to life the competitive spirit leading up to the Paris Games.
Dave Mingey, SVP of Partnerships at USOPP (United States Olympic & Paralympic Properties), commended the creative approach of the campaign, highlighting Reese’s Medals as a pivotal storytelling medium that aligns with the cultural moment of the Olympic and Paralympic Games in Paris.
The campaign will feature on Reese’s and the participating athletes’ Instagram pages, inviting fans to engage with the athletes’ stories and facts in a unique interactive experience. Additionally, the Legend vs. Newcomer campaign will extend to video advertisements, social media, and in-store displays as the Paris Games approach.
Reese’s Medals are being offered in various sizes—snack, standard, and king—across the nation. They join a lineup of Hershey Company products, including Hershey’s Kisses Milk Chocolates with patriotic foils and Ice Breakers Limited Edition Golden Pineapple Gum and Mints, all designed to celebrate Team USA this summer.