In 2018, Reese’s launched the “Halloween Candy Converter”—a massive, eye-catching orange vending machine that let trick-or-treaters swap their unwanted Halloween loot (think licorice, Tootsie Rolls, or anything non-peanut-buttery) for fresh Reese’s Peanut Butter Cups. It was a genius PR stunt to “convert” candy disappointments into sweet victories, backed by a survey showing 90% of Americans crave trades for their least-favorites. No cash involved—just drop in the duds and grab the good stuff. Here’s the tasty breakdown:
What It Was
- Concept: A custom-built exchange machine (not your standard coin-op) where users inserted “trash” candy into a slot, and it dispensed equal-value Reese’s treats. It played on the universal post-trick-or-treat ritual of sorting keepers from rejects, positioning Reese’s as the ultimate upgrade.
- Products Traded: Any unwanted Halloween candy in (up to a handful per swap); out came mini or full-size Peanut Butter Cups. Limited to fair exchanges—no hoarding the whole haul!
- Purpose: To spike brand love during peak candy season (Reese’s is #1 for Halloween, bought by over half of candy shoppers). It generated massive buzz, with social mentions up 600% and a Clio Award for creative excellence.
When and Where
- Launch Date: Debuted October 28, 2018, at the Great Jack O’Lantern Blaze Halloween parade in Tarrytown, New York—handing out ~2,500 cups. The big night was Halloween (October 31), from 4 p.m. to 9 p.m., parked outside Washington Square Park on 5th Avenue in NYC’s Greenwich Village, dishing out up to 10,000 more.
- Locations: Strictly NYC pop-ups for that high-energy, costume-clad crowd. No expansions beyond— it was a one-season wonder.
- How It Worked: Spot the giant machine, feed it your candy regrets via a fun slot, watch a cheeky animation (or hear a jingle?), and collect your Reese’s reward. Videos show kids and adults alike lighting up like they hit the jackpot.
Impact and Legacy
This converter crushed it: Over 1,300 media hits in days, 536K social engagements from just 12 posts, and pure earned media magic. It turned a seasonal gripe into a feel-good moment, cementing Reese’s as the “GOAT of Halloween.”