Reese’s stuff your cup

The Hershey Experience and THX Studio partnered with WFM to visualize and bring their newest Reese’s themed experience to life. Creative collaboration began with the WFM team exploring naming, culminating in the development of the “Reese’s Stuff Your Cup” intuitive mark. The team focused on creating an immersive personalized experience through environment, communication, signage, and on-site/off-site visual themes.

Viewing the space through the Reese’s Peanut Butter Cup “lens”, the team implemented a plan to direct guests into the space, guide their experience of building a one-of-a-kind giant Reese’s cup with exclusive mix-ins, and help them share their experience at Hershey’s Chocolate World. Through the development of a toolkit that includes patterns, signage, packaging, environmental visualization, photo-ops and messaging, Reese’s Stuff Your Cup’s summer launch was met with visitor enthusiasm and social media buzz, motivating expansion into a second location in New York’s iconic Times Square.