Reese has created a covert way to reward the most passionate fans of its brand, keeping it top of mind during a time when consumers are largely purchasing chocolate brands they already love.

In a new campaign, the Hershey brand has created a “secret society” – though, like any good secret society, it is denying that it even exists. This is despite the fact that hidden messages seem to be appearing in a lot of Reese’s social assets lately, or even posts from other chocolate brands (which may or may not have been created just for this campaign).

But if the society did exist, the brand would tell members to signal their love of Reese by doing things like painting its logo into their nails, changing their Instagram handle to include the brand’s name or writing and performing a song about peanut butter cups. If it’s deemed worthy to be accepted, they’ll be given branded swag, like a hooded Reese robe, or access to extra seasonal products.

“There’s that exclusivity appeal where consumers want to get involved – they always want to be the first, always want to get that exclusive thing, whatever it may be,” says Azim Akhtar, marketing manager at Reese, an insight that is particularly true for its millennial target, which is still seen as its biggest growth opportunity.

Reese Society members will also provide the brand with ideation for future product innovations, Akhtar says. This will enable the brand to get direct access to insights that will better resonate with its consumer base, and possibly beyond.

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