Lessons In Unconventional Innovation: Reese’s Peanut Butter Cups (2017 Best of ANA Events Series)

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Reese's Pieces Peanut Butter Cup is the poster child of innovation. From being invented on a train ride home to an agile, real-time, launch, the Reese's brand re-wrote the book on innovation possibilities. Capitalizing on an 'equity explosion' that created '#Cupfusion' the brand's non-traditional, unconventional launch approach, led to quadrupling sales expectations in the first year. In this webinar, you will learn how:

the Reese's brand delivered one of the most unconventional, successful and cost-efficient product launches in Hershey history
to take smart risks in innovation that drive growth
to leverage social listening to get to know your consumer