Hershey company wanted to promote Reese's chocolate in the Middle-East. A market where peanut butter was never part of the culinary culture nor familiar taste to customers' palate. When describing it in consumers research, it always "resembled" something but they couldn't really define it.

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The #reesemblance campaign visualised the findings using the brand's TOV and personality to connect with the (new) consumer.

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Concept: Pascale Nader

Illustration: Pascale Nader