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Home / Events / On National Caramel Day, Reese’s is filling the Streets of Toronto and Montreal’s Olympic Stadium with gooey caramel – sort of

On National Caramel Day, Reese’s is filling the Streets of Toronto and Montreal’s Olympic Stadium with gooey caramel – sort of


TORONTO, April 5, 2024 – Did you know today (Friday April 5th) is National Caramel Day? To mark the occasion, REESE’S BIG CUP with Caramel is filling the streets of Toronto and a Montreal stadium with delicious, gooey caramel—well, virtually anyway! The launch of the new confection leverages digital street art and CGI technology to create virtual videos to celebrate the fact that Reese’s has added a layer of caramel to its iconic and beloved peanut butter cups.

“To celebrate National Caramel Day (April 5th) and to drive excitement about the launch of our latest innovation, the REESE’S BIG CUP with Caramel, we wanted to break through the clutter online with something bold and unexpected,” says Heather McCahill, Marketing Manager of Reese’s. “The cornerstone of this campaign is the emerging trend, which is digital street art, so we worked with two artists (Raghav Anil Kumar and Danny Behar) to create digital art videos to capture the arrival of the caramel inside the REESE’S BIG CUP with Caramel. The videos will showcase the oozing caramel and drive the appetite appeal and the indulgence that we are bringing to this innovation.”

Digital street art with new CGI tech

Although there’s no actual physical art installment in either city, the launch incorporates digital street art with new CGI technology, including animation and visual effects into live-action backgrounds. Launching today on TikTok, the Toronto video shows a car covered in creamy caramel and then pans out to reveal a larger-than-life REESE’S BIG CUP with Caramel hanging from one of the city’s many cranes, with caramel dripping from above. The Montreal video shows the city’s Stade Olympique transformed into a giant Reese’s Big Cup, complete with a faucet of indulgent caramel filling the stands! Either scenario would be a dream come true for caramel lovers.

“This is the first time Hershey has used digital street art combined with CGI technology incorporated into real world themes as part of a product launch,” explains McCahill. “We hope that it will stop people to take notice and it’s a way for us to organically show up on TikTok that feels native to the platform.”

About that crane dripping with luscious caramel over a busy downtown Toronto Street, McCahill says: “We are expecting this video to be highly buzzed around Toronto and it really embodies what Reese’s is all about—it’s bold, playful, and will really allow our Reese’s lovers to immerse themselves in a virtual world. Our product is unexpected in that we added a gooey layer of caramel, and we feel that this reflects that. The same with the Montreal video with the stadium filled with gooey caramel. It reflects the bold, fun nature of our brand.”

So what does adding caramel do for the traditional peanut butter cup we all know and love?

“Caramel adds an indulgent layer to the already favourite Reese’s and chocolate combination,” says McCahill. “It really delivers on that indulgence that consumers are expecting from us.”

The other top flavours of Reese’s Cups include the original peanut butter with chocolate; peanut butter stuffed with Reese’s pieces; peanut butter and chocolate stuffed with potato chips; peanut butter cups stuffed with Reese’s puffs and the latest confection, REESE’S BIG CUP with Caramel.

The new ‘Caramel Big Cups’ are available in 79-gram packages with two cups per package. Just the right size for when your chocolate, peanut butter OR caramel craving hits!

For more information visit Hersheyland.ca

by Laurie Wallace-Lynch

Other articles from totimes.ca – otttimes.ca – mtltimes.ca

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