TURNING ADVERSITY INTO OPPORTUNITY

by Kunal Mehta

In the U.S. market, #Halloween is the biggest season for the sales of chocolate and candies due to the Trick or Treat ritual.

In fact, brands start preparing for this period a year earlier as it is a battle of shelf share, mind share and wallet share.

This year, #COVID has put a stop to this ritual. So what do you do as a #brand?

The Hershey Company owned brand @Reese’s has created a robotic Trick-or-Treat door that can travel to different areas and dispense the candy bars to its fans.

This door is remotely controlled from afar, thereby maintaining social distancing and yet giving away its candy bars to its true fans without any human contact.

How? Fans have to use the #ReesesDoor on Instagram and then say “trick or treat” near the device to get their free chocolate.

The door comes with smoke, light and a soundtrack, catching the attention of the other kids in the neighborhood as well.

Although the scale of this idea is limited, but the PR and the earned media it will generate will be huge.

Plus the social media engagement along with actual on-ground activation makes it an integrated approach.

A perfect example of turning adversity into an opportunity!

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