In the era of AI, when creativity is close to none and brands are surviving social media through utilizing meme templates, Oreo and Reese’s collaboration hit everyone with a breath of fresh air.
Fans have long awaited a collaboration between Reese’s and Oreo, and they delivered it!
Here’s what went down:
Both brands began subtly hinting at something big: Reese’s started posting blue-themed content (Oreo’s signature colour), while Oreo used orange, the visual cue several fans picked up. Fans noticed the odd colour switch: “Reese’s, whose colour is orange, just started posting blue?” Starting conversations where fans questioned the random pictures with a hint of each brand’s colour.
The brands also began following each other and commenting on each other’s posts, driving speculation among their shared audience.
What began as subtle colours in posts soon moved to showing products clearly on each other’s feed, and soon both Oreo and Reese’s posted videos where the other brand was evidently present.
Oreo posted a video where a Reese’s bar was clearly visible on the side.
Likewise, Reese’s posted a video where an Oreo pack was clearly visible.
This ended up causing a stir on social media. At this point, everyone was talking about a possible collaboration. The soft launch led to so much hype that multiple influencers ended up making TikToks and Reels talking about the collaboration.
The Hard Launch
The brands introduced a reel named “Hard Launch 9/2” which had different influencers talking about the soft launch and the easter eggs the brands have been dropping, which then cut to them showing the two new products, Reese’s Oreo Cup and Oreo Reese’s Cookie.
Later, official announcements via brand channels introduced the two new products, Reese’s Oreo Cup and Oreo Reese’s Cookie.
Both brands shared posts across Instagram, X (Twitter), Facebook, and TikTok, using the line “You Asked For It” to highlight that this was fan-generated demand.
On August 15, 2025, Reese’s quickly launched a 15-second ad on YouTube, referencing Taylor Swift’s new “Orange Era,” a strategic nod to current pop culture buzz. The ad got millions of views and was heavily promoted via TikTok and Instagram. Viewers called it “Taylor coded.”
Social media was flooded with reaction videos, collaborations and product reviews, which collectively accumulated over 260 million views. Brands openly credited this fan-driven craze for inspiring the collab.
The Marketing Genius
Amidst social media noise and the race to go viral, both Oreo and Reese’s proved two things.
- Simplicity wins
A simple strategy of just commenting and posting a few images alongside following each other set the internet on fire. - A strong brand image goes a long way
Viewers were able to guess that a collaboration is coming their way just by seeing a little blue and some orange colour in both brands’ social posts.
However, the question remains: was this collaboration truly UGC, or was it a relaunch?
In 2014, Nabisco first launched Reese’s Peanut Butter Cup Oreos as a limited-edition flavour. It was positioned more as a flavoured Oreo variant – Oreo with Reese’s cream inside. Either way, Reese’s and Oreo turned a decade-old flavour into a fresh social media moment, and that’s marketing genius in itself.
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