Snickers is stirring up one of the most recognizable rivalries in the candy aisle with a playful new promotion that takes aim at its biggest peanut butter competitor, Reese’s. In a bold and cheeky campaign, Mars is offering people named Reese the chance to score free Snickers Peanut Butter candy for an entire year, turning a simple name into a ticket for sweet rewards. What might sound like a lighthearted stunt is actually part of a wider marketing push that leans into consumer curiosity, brand rivalry, and humor-driven engagement. But there’s more to this promotion than just free candy — read on to find out how the promotion works, who qualifies, and why Snickers is making such a pointed move now.
Converting ‘Reeses’: How Snickers settles the peanut butter debate for good
The great peanut butter debate has long forced snackers to choose a side, but a recent Puratos’ Taste Tomorrow survey reveals that the stakes are higher than ever, with “71% of people agrees that texture is a non-negotiable part of their eating experience.” Rather than making fans choose between smooth or chunky, Snickers is bridging the gap. Their peanut butter lineup delivers an all-in-one sensory experience by layering smooth peanut butter and crisp, crunchy peanuts alongside their classic rich caramel, fluffy nougat, and milk chocolate coating.
To prove that their recipe can win over even the most loyal competitor fans, Snickers set up a hidden-camera experiment with a very specific demographic: people named Reese (including variations like Reece and Rhys). Helmed by the chaotic genius of comedian Eric André, the resulting fly-on-the-wall videos document the hilarious, unscripted reactions of these “Reeses” as they experience Snickers Peanut Butter candy bars and Snickers Peanut Butter Ice Cream Bars for the first time. You can watch the video below:
“When it comes to peanut butter and chocolate, people usually feel they have to compromise, but Snickers Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction,” said Martin Terwilliger, Marketing Vice President, Mars Wrigley North America. “We’re so confident in our product that we put it to the test. The verdict is in, and it’s clear nothing else satisfies quite like it.”
For those eager to try it themselves, the classic Snickers Peanut Butter bar packs real peanut butter, distinct peanut pieces, gooey caramel, and nougat into a traditional chocolate shell. Meanwhile, the newly launched Snickers Peanut Butter Ice Cream Bar upgrades the brand’s frozen treat lineup by folding crisp peanut pieces directly into the ice cream itself and scattering more on top. Both items are currently stocked on store shelves nationwide.
Snickers invites all ‘Reeses’ to pledge loyalty for a year of free candy
Snickers is taking its bold experiment directly to the public, inviting anyone in America sharing a name with its biggest competitor to officially change their allegiance. From May 28 until Thursday, June 11, anyone with the first, middle, or last name Reese — regardless of whether it is spelled with a “c,” a “y,” or any other variation — can log onto http://www.snickers.com/peanutbutterpledge to sign the brand’s official loyalty oath.
By adding their signature, participants publicly declare that they “see the light” and prefer the multi-textured satisfaction of Snickers Peanut Butter. To spark some friendly competition, the first 100 people named Reese to complete the pledge will secure exclusive immediate rewards, while 25 lucky winners will be randomly drawn from the list to receive a coveted year-long supply of the peanut butter treats.
This cheeky promotion expands on the brand’s latest creative rollout that uses humor to show how hunger-induced indecision can paralyze snackers. While rival products force consumers to pick a single side, Snickers emphasizes that its peanut butter option eliminates the compromise by packing every desired texture and flavor into one single bite.