When Two Snack Legends Collide, Marketing Magic Happens.
When two of America’s most iconic snack brands come together, it’s more than a sugar rush; it’s a masterclass in partnership marketing. The long-anticipated collaboration between Reese’s and Oreo, announced in 2025, wasn’t just another flavor mashup. It was a calculated move that tapped into nostalgia, fan demand, and the growing power of co-branded storytelling.
This partnership shows how legacy brands can stay culturally relevant by listening to their consumers and leaning into the same tactics driving entertainment and beauty collaborations today. In this article, Hollywood Branded breaks down how Reese’s and Oreo joined forces to create a partnership that’s as strategic as it is sweet and what other brands can learn from their winning playbook.
THE COLLABORATION THREE YEARS IN THE MAKING
The Reese’s × Oreo partnership didn’t happen overnight. According to both Hershey and Mondelez (the parent companies behind the brands), this sweet experiment took nearly three years of development before hitting shelves. The brands unveiled not one, but two co-created products: the Reese’s Oreo Cup, a classic peanut butter cup filled with Oreo crème and cookie bits, and the Oreo Reese’s Cookie, a signature Oreo cookie stuffed with Reese’s peanut butter and chocolate crème.
The collaboration was designed to be more than a novelty; it was a strategic blend of two brands with massive cultural equity. Each product felt equally representative, allowing both names to shine. The result? A treat that instantly trended across social media, drove massive earned media coverage, and reignited excitement for two decades-old brands.
Image Credits: The Hershey Company
Listening to the fans
One of the smartest parts of this collaboration is that it wasn’t born in a corporate brainstorm; it was inspired by fans. For years, consumers had been creating DIY versions of Reese’s-Oreo combinations and sharing them online. Those fan mashups became a viral trend, signaling a clear opportunity for both brands to make it official. In other words, Reese’s and Oreo didn’t just collaborate, they collaborated with their audience. This move speaks to one of today’s biggest brand strategies: co-creating with consumers. When a brand listens to fan behavior and turns that creativity into a tangible product, it builds not only loyalty but genuine excitement. It makes the audience feel like part of the process.
WHY the partnership worked
At its core, the Reese’s × Oreo partnership succeeded because it was balanced. Many co-branded products are one-sided, one brand lends its flavor, the other lends its name. Here, both brands brought something to the table. Oreo contributed its texture, creaminess, and playful personality; Reese’s brought its signature flavor and emotional nostalgia. That equilibrium is what makes this collaboration stand out. Neither brand overshadowed the other. Instead, they shared the spotlight and, in doing so, shared each other’s audiences. It also helped that both brands are deeply rooted in Americana, yet still beloved by younger generations. Gen Z may not have grown up watching Reese’s commercials on TV, but they’ve grown up remixing nostalgic brands online. This collab felt both retro and fresh, bridging generational gaps through shared indulgence and pop culture.
Photo credit: @hallieiseating
from snack to cultural moments
The rollout strategy was pure entertainment marketing. The announcement dropped like a teaser trailer, with press coverage, influencer content, and early taste tests generating weeks of online chatter. When the product finally hit shelves, fans documented every unwrapping, review, and reaction video, the same way they might with a limited sneaker drop or a celebrity beauty launch.
That’s the new model for brand partnerships: turning launches into cultural events. Instead of relying on traditional advertising, brands are embracing storytelling, influencer excitement, and shareable moments.
the sweet results
The consumer response was overwhelmingly positive. Taste testers called it one of the best mashups of the year, praising how perfectly the chocolate, crème, and peanut butter balanced each other. Social media platforms were flooded with videos and memes celebrating the collab, and fan demand was so high that both brands decided to make their joint creations a permanent part of their product lines, a rare move in the world of limited-edition snacks. But beyond the buzz, the partnership succeeded in rejuvenating two heritage brands. It reminded consumers that even the most familiar products can feel exciting again when creativity and collaboration lead the way.
Photo Credit: @Oreo
what brands can learn
The Reese’s × Oreo partnership isn’t just a feel-good story, it’s a lesson in modern marketing. It proves that even established brands can stay relevant when they evolve alongside culture.
First, it reinforces the power of social listening. Fans often know what they want before brands do, and sometimes, the most valuable ideas come from observing organic behavior.
Second, it highlights the importance of shared storytelling. True collaborations aren’t about slapping logos together; they’re about merging identities in a way that makes sense for both audiences.
Finally, it’s a reminder that anticipation sells. By teasing the launch, keeping details scarce, and fueling speculation, the brands built momentum that translated directly into sales and social engagement.
beyond candy: a blueprint for partnership success
While this collaboration lives in the snack aisle, its lessons apply far beyond food. The same principles drive successful partnerships in fashion, beauty, and entertainment industries, where cultural capital and emotional connection define success.
At Hollywood Branded, we see this trend across our own work with brands and entertainment partners. The goal isn’t just to place products, it’s to build cultural moments that consumers genuinely care about. Reese’s and Oreo nailed that balance, creating something that feels both inevitable and inspired.
Because when brands listen, collaborate authentically, and deliver with creativity, the result isn’t just good marketing, it’s something people crave.
Want More?
If you’re hungry for more smart brand-to-brand plays, we’ve got you. Here are five Hollywood Branded breakdowns that dig into partnership strategy, cultural relevance, and how to turn a launch into a moment:
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Leveraging Hollywood Partnerships: How Brands Achieve Unmatched Cultural Relevance
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How Pop Culture Partnerships Can Future-Proof a Brand in 2025
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Fashion Meets Flavor: Iconic Collaborations Between Apparel Brands and Food & Drink Companies
