Reese’s taps Taylor Swift buzz with rapid-fire campaign

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Hershey’s Reese’s brand quickly launched ads tied to Taylor Swift’s album announcement, showcasing marketing agility in cultural moments.

When Taylor Swift announced her upcoming album, Reese’s wasted no time turning the news into a marketing opportunity. Within 24 hours, the Hershey-owned brand released social ads playfully tying its signature peanut butter cups to Swift’s track list, underscoring how marketers can win attention by reacting swiftly to cultural flashpoints.

The campaign leaned on Swift’s colossal influence. Her last album, The Tortured Poets Department, sold 2.6 million units in its first week in the U.S. alone, according to Billboard. Reese’s capitalized on the anticipation by running creative that matched the mood of Swift’s fandom with tongue-in-cheek product tie-ins.

“Brands can’t buy the scale or intensity of fandom that Taylor commands,” said marketing professor Americus Reed of the Wharton School. “But what they can do is ride those cultural moments with speed and authenticity, which is what Reese’s has pulled off here.”

For Reese’s, the stunt isn’t just about social engagement. By attaching itself to the excitement surrounding a global cultural event, the brand is reinforcing its relevance with younger demographics that often view candy purchases as impulse-driven and tied to shared experiences. The campaign also signals how traditional food brands are increasingly willing to experiment with real-time culture jacking to stay top of mind.