TORONTO (June 4, 2019) – Bell Media and Hershey Canada have partnered to bring ASMR – Autonomous Sensory Meridian Response – to the masses. REESE THE MOVIE: A MOVIE ABOUT REESE will have its world streaming premiere on Crave on Sunday, June 9 marking the first time a movie produced/created by a brand will debut on the platform.
Additionally, on the first episode of THE HANDMAID’S TALE Season 3 double-episode premiere, Sunday, June 9 at 9 p.m. ET on Bravo, viewers will see a sneak peek of the film during each commercial break. This marks the first-ever commercial takeover of an entire program by one brand on Bravo.
“As ASMR rises to the mainstream and a growing number of brands use it to resonate with audiences, we’re excited to work with Hershey to bring this unique, interesting, and topical concept to Crave and Bravo,” said Alyson Walker, Vice President, Brand Partnerships and Client Strategy, Bell Media. “We think Crave subscribers who choose to watch the film will be thoroughly intrigued and looking for their next REESE Peanut Butter Cup afterwards!”
“THE HANDMAID’S TALE has a definite cult following, much like those who love REESE Peanut Butter Cups,” said Jackson Hitchon, Head of Marketing, Hershey Canada. “We know Canadians gather weekly to watch the show and that it becomes a ritual for the entire season. It drew a lot of parallels of the REESE Ritual uncovered through REESE The Movie: A Movie About REESE. For us, the pairing of REESE and the show is a match made in heaven.”
Other elements of the partnership include:
- prominent editorial placement on Crave.ca and the Crave app alongside other new movie and television releases;
- editorial segments on ETALK;
- promotion on various Bell Media broadcast, digital, out of home, and social platforms, beginning June 9;
- and promotion on Crave and Bravo social platforms including paid social amplification on Facebook and Instagram.
REESE THE MOVIE: A MOVIE ABOUT REESE brings together some of ASMR’s most popular stars – including Canadians ALB in Whisperland and Seafoam Kitten, and ASMR Darling, Gibi ASMR, and Matty Tingles – who bring the sensory experience of the “Reese Ritual” to life, from interacting and opening to the package, to unwrapping the cup, to indulging in the cup. The film is directed by Canadian Jamie Webster of Common Good, while Canadian cinematographer Andre Turpin brings 40 years of experience to the piece.
The movie was written and developed by Anomaly as part of the 2019 'Nothing Else is Reese' campaign, with UM handling the media partnerships.