Reeses want you to try Snickers peanut butter. OK, not Reese the brand. A group of people named Reese. BBDO New York has deviated from the classic You’re not you… Snickers formula to present a fly-on-the-wall focus group video produced and directed by comedian, Eric André, of the unfiltered and hilarious reactions of Reeses (or or Reece, Rhys, etc.) as they taste Snickers Peanut Butter and SNICKERS Peanut Butter Ice Cream for the first time.

“When it comes to peanut butter and chocolate, people usually feel they have to compromise, but Snickers Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction,” stated Martin Terwilliger, marketing vice president, Snickers parent, Mars Wrigley North America. “We’re so confident in our product that we put it to the test. The verdict is in, and it’s clear nothing else satisfies quite like it.”

Snickers is now extending an invitation beyond the focus group to every Reese in America to pledge their love for SNICKERS Peanut Butter publicly, for a chance to win a year’s supply. Until Thursday, June 11, anyone with the first, middle, or last name Reese (including spellings with a “c”, “y”, or any other way), can sign the official Snickers Peanut Butter pledge at www.snickers.com/peanutbutterpledge. The first 100 Reeses will get special rewards. 25 will be randomly selected to receive a year’s supply of Snickers Peanut Butter. 

It’s not the first time that a focus group idea has popped into the minds of BBDO New York creatives. In 2011, the agency introduced Peanut Butter Squared with a focus group made up of sharks. The sharks were testing the new product by eating people who’d just eaten the new Snickers bars and those whod consumed a generic peanut butter cup. The campaign took an oblique leap into the (before its time) absurdity into the if You’re Not You When You’re Hungry” by suggesting that the Snickers-fuelled human tasted the most delicious.