Reese’s has wasted no time capitalizing on one of the year’s most significant pop culture moments. Less than 24 hours after Taylor Swift‘s announcement of her upcoming album The Life of a Showgirl on the Kelce brothers’ New Heights podcast, the Hershey-owned confectionery brand released a 15-second spot that has Swifties — and snack lovers — buzzing.
The ad, promoting a Reese’s-Oreo mashup, draws a playful parallel between Swift’s newly dubbed “Orange Era” and the candy’s signature color scheme. Eagle-eyed fans also spotted clever nods to Swift’s “from the vault” phrase, with the spot teasing that this collaboration had been “waiting in the vault” all along.
Reese’s speed wasn’t just for show. The company worked with The Martin Agency and MiltonOne to assemble the creative in record time, securing a premium YouTube masthead placement for launch day alongside a blitz of TikTok, Instagram, and connected TV buys. The quick-turn gamble is already paying off: the ad, titled You Asked For It, has racked up over 3.6 million views on YouTube, while the New Heights episode featuring Swift — her first-ever podcast appearance — has surpassed 14 million views in just two days. Watch below:
By leveraging its existing partnership with New Heights, Reese’s ensured it had a direct line into the cultural conversation. With Jason and Travis Kelce hosting, and Travis’s relationship with Swift fueling endless headlines, the brand was perfectly positioned to strike while the iron was hot.
This isn’t Reese’s only play around the Oreo partnership — a second ad, Happy Now, leans less on Swift’s references and more on the product itself. Still, the “Orange Era” connection shows the brand understands the value of cultural agility, mainly when the payoff includes millions of engaged viewers.
Other marketers have taken similar cues, with Starbucks and Panera Bread also rolling out Swift-themed promotions within hours. Panera’s “The Loaf Story” meal and “In My Sourdough Era” sweatshirts are proof that when it comes to Swift-inspired campaigns, the faster you move, the sweeter the reward.
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