Since it was too late to change the shape of the candy, we chose to embrace the shape of the candy and align ourselves with the cultural phenomenon of the backlash against body shaming. Playing off the #AllBodiesAreBeautiful hashtag, we created the #AllTreesAreBeautiful hashtag and posted visuals showing our Reeses trees proudly owning their shape.

With a simple hashtag #AllTreesAreBeautiful and some well timed social posts we changed the conversation and had everyone admiring our honesty and our willingness to play along along.

1 Billion earned impressions

82% increase in brand mentions

13,000 #alltreesarebeautiful mentions

260, 000 social mentions