USA. The Hershey Company is set to introduce Reese’s Oreo Cup to Americas travel retail at its booth (#111) during the upcoming Summit of the Americas in Orlando, Florida.
The limited-edition launch is supported by a programme of high-visibility activations across key US airports, aimed at driving impulse purchase and increasing basket spend.
Reese’s Oreo Cup pop-ups are being rolled out at Orlando, New York John F. Kennedy, Miami, Hartsfield-Jackson Atlanta, Washington Dulles, Chicago O’Hare and Los Angeles international airports.
Launched in the domestic market last July, the product’s travel retail debut reinforces the Americas cluster as a clear growth focus within The Hershey Company’s World Travel Retail strategy.
Billed as a meeting of “America’s #1 candy and #1 cookie”, Reese’s Oreo Cup blends Reese’s signature peanut butter with Oreo cookie pieces in a new 8.8oz standing pouch format created specifically for the channel.
The collaboration is positioned as a high-impact, time-limited proposition aimed at boosting visibility, driving conversion and delivering incremental value.
The Hershey Company Commercial Lead Americas Melissa Benner said, “Following the strong response in the domestic market, expanding Reese’s Oreo Cup into travel retail Americas strengthens two global icons in a campaign that translates well into the airport environment.
“This collaboration is built on fan love for taste, flavour and iconic collaborations – and we hope to tap into this genuine passion through our compelling in-store activations.
“The Reese’s Oreo Cup offers our retail partners a proven platform to drive traffic, strengthen conversion and unlock incremental growth across the region.”
The Reese’s x Oreo partnership builds on years of consumer demand, with fans frequently combining the two flavours and calling for an official collaboration on social media.
The launch brings together two globally recognised brands, with The Hershey Company aiming to leverage that equity to generate social buzz and support incremental sales across the channel. ✈
