Peanut Butter Meets Pop Culture: Reese’s Enters Its “Orange Era” in 24 Hours

In under 24 hours, the Reese’s dropped a tight 15-second spot after Taylor Swift’s album news, matching its signature orange to Swift’s “Orange Era,” and teased a Reese’s-Oreo team-up “from the vault.” The media push was everywhere you looked: a full-day YouTube masthead, plus TikTok, Instagram, CTV, and support creative (“Happy Now”) for good measure.

Credit where it’s due: The Martin Agency and MiltonOne moved at warp speed, and Reese’s smartly tapped its “New Heights” proximity (hi, Kelce bros) where Swift shared the news. This resulted in millions of YouTube views in days while other brands tried to draft behind. 

Marketing Takeaway: Build your “break-glass” plan before the glass breaks. Pre-approved playbooks + on-call creative partners = culture taps you can ship at the speed of the news cycle—fast enough to matter, polished enough to feel legit.