A year after bringing together two of America’s most recognisable snack brands, Reese’s is celebrating the success of REESE’S OREO® with a new campaign featuring Lindsay Lohan, Amy Sedaris and director Patricia Arquette.
The campaign is built around the idea that some combinations simply feel inevitable. It looks back at the years of fan conversations, online wish lists and homemade mashups that imagined a Reese’s and OREO® collaboration long before the product officially existed, positioning the anniversary as a celebration of the consumers who helped make it happen.
Lohan, Sedaris and Arquette come together to bring a playful tone to the campaign, highlighting the product’s journey from internet speculation to supermarket shelves. Rather than focusing solely on the confectionery itself, the creative leans into nostalgia and the long-standing anticipation surrounding the pairing, acknowledging the role fans played in turning an idea into reality.
The campaign also celebrates the product’s commercial success. Since its launch, REESE’S OREO® has generated more than $188 million in retail sales, becoming Reese’s biggest product innovation of 2025. According to the brand, the collaboration has helped attract younger consumers while delivering strong repeat purchases and expanding its reach beyond its traditional audience.
Commenting on the milestone, Melissa Blette, Senior Brand Manager at The Hershey Company, said the product was born from years of consumer enthusiasm rather than a conventional product development process.
She added that its continued success highlights the value of listening to what audiences genuinely want and turning those conversations into products that resonate.
