If you’re a fan of Reese’s Peanut Butter Cups, you may soon be able to witness Reese’s University, the first higher education outfit inspired by a candy brand. Sure, Reese’s University isn’t a real institution where you can get a doctorate in the confectionery arts, but it will soon have a killer “bookstore” where you can soon buy real Reese-related memorabilia.
Reese’s University appears to be a new multi-level marketing campaign created by Hershey to help build community around one of the company’s most popular products. Fans of chocolate peanut butter candies are encouraged to “apply” to Reese University, where 99.9% of all applicants will be accepted.
“There’s no better time to bite into the life you want than now. Reese University invites you to apply,” the site says. “Tell us who you are, why you’re awesome, and what makes you a real Fighting Cuppy. If you also want to tell us why we’re awesome, we never turn down flattery. Acceptance is pretty much guaranteed. The benefits and the sense of accomplishment lasts a lifetime.”
Since you have to give your address and email, it’s likely that the company will use Reese University applicants for test builds and things of that nature as the company continues to innovate in its range. After all, just the last month has seen the introduction of two huge innovations from Reese: Reese’s Peanut Butter Bar and Reese’s Peanut Butter Pie.
In addition to all the mailing lists, the Reese University website will also feature a store in January filled with t-shirts, hoodies, and more. Some images included on fake university websites can be seen using the school’s “Fighting Cuppies” mascot, and this is something that will likely carry over to merchandising efforts as well.
You can find more information about Reese University here.
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