When Reese’s tree-shaped chocolate/peanut butter concoctions were shape-shamed on social media this holiday season, the brand didn’t sit back and take it.
Many said that the candy more closely resembled excrement than pine, and took to Twitter to criticize the brand’s effort:
— Shelf Life Shop (@shelflife_shop) November 15, 2015
— Pooping People (@Poopingpeople) December 13, 2015
— Bucky Keen (@DoomBucky) November 2, 2015
Inquisitr reported that Reese’s originally responded to complaints with a “canned response”:
Reese’s initially responded to the complaints of fans who took to social media with a stock, canned response. Upset consumers were told that “this is not the perfect experience we’re going for. Please send us a note so we can help,” then directed to Hershey’s customer service page. Unfortunately for Reese’s the story went viral (despite this not being the first year that Reese’s trees have come under fire for their un-tree-like appearance), and the social media complaints became legion.
However, shortly after the mea culpa, and with social media users’ complaints going viral, the brand’s social media team responded the best way it knew how. It went on the offensive, and jokingly called out social media users for bullying the misshapen treats:
— REESE’S (@ReesesPBCups) December 12, 2015
— REESE’S (@ReesesPBCups) December 3, 2015
The tactic seems to have worked. The conversation has turned from “woops” to “well done”:
— JD Black (@jdblack) December 15, 2015
Reese’s response on social media – brilliant – https://t.co/NGNUV3ofPW
— Kim Kachadoorian (@GeekyMarketer) December 15, 2015
Genius marketing concept // Reese’s Turned Gripes About Its Ugly Christmas Candy Into Funny Ads About Tree Shaming https://t.co/NrhEWAb4RP
— Laura Juranek (@ljuranek) December 14, 2015
If you don’t like what people are saying about you … Reese’s knows the rest.
What do you think of the brand’s response, PR Daily readers?