‘Disappointment goes in, Reese’s Cups come out.’
In the hierarchy of Halloween candy, there are generally three tiers: At the top, obviously, are full bars, the Holy Grail of trick or treating. Then there are the mid-range favorites, like snack-size Snickers, the fancier M&M’s and generally all things Reese’s. At the bottom are the bargain filler candies—store-brand lollipops, hard candies from Grandma’s house and anything unlabeled that’s wrapped in cellophane.
No one wants those Tier 3 candies, so they tend to linger around the house until sugar cravings reach desperate heights around mid-December.
But now Reese’s is offering an alternative (to a lucky few who can get to it).
The Hershey-owned brand has created the Reese’s Halloween Candy Converter, a vending machine that accepts lame candy as payment and dispenses a variety of peanut butter treats in return.
Dreamed up by agency Anomaly, the device made an early appearance for the video above in Tarrytown, New York, and will be on location in New York City’s Washington Square Park tonight for Halloween.
We don’t know how it works, but who cares, as long as it does work?
“There’s always stuff in your bag you want to get rid of,” Anomaly executive creative director Christine Gignac tells Muse by Clio. “This is a major Halloween ritual. So let’s put ourselves right in the center of that ritual.”
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David Griner
@griner
David Griner is creative and innovation editor for Adweek. He’s been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek’s podcast.
