This tongue-in-cheek "admissions video" for Reese’s University (RU) shows the virtue of the peanut butter cup–part of a campaign created with an immersive brand world at its center replete with a website, a line of RU lifestyle wear and merchandise, and social postings encouraging prospective students to “find their passion” at RU.
Reese’s peanut butter and chocolate cup fans are invited to submit an application to join the “Fighting Cuppies” (and their larger college community, known as “Peanut Butter Nation”). RU enrollees will receive special communications, offers and experiences from the brand in the coming months.
Hank Perlman of Hungry Man directed this video–for two agencies, dentsu mcgarrybowen and Reese’s in-house shop, C-Sweet Studios–which introduces us to the way of life and higher pursuits at RU, a place where there’s no limit to what you can do with chocolate, with peanut butter, with life.
