How Oreo and Reese’s created the most irresistible snack collab of the year

Mondelez, parent company of Oreo, has twice attempted to acquire Hershey, the parent of Reese's, indicating a strong desire for Reese's chocolate-peanut butter combination. Unable to acquire Hershey, the two companies have collaborated on new permanent product additions: the Reese's Oreo Cup and the Oreo Reese’s Cookie. These partnerships are seen as a way to create value for customers and companies, particularly for attracting Gen Z consumers. Fan enthusiasm on platforms like TikTok heavily influenced the creation of these new products. Both Oreo and Reese's learned from a previous limited-edition collaboration in 2014. The Reese's Oreo Cup features milk and white creme peanut butter cups with Oreo cookie crumbs, while the Oreo Reese’s Cookie combines Reese's peanut butter creme and Oreo cookie crumbs between chocolate wafers. Despite stock price declines for both parent companies, their second-quarter revenues showed growth. The collaboration strategy involved listening to fans, committing to the partnership, clearly defining the target consumer and rules of engagement, and managing the inherent tension between two large brands. Ultimately, these collaborations are intended to drive business results and expand brand reach, particularly with younger demographics.