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AdAge: Behind the Speedy Reese’s Pieces Peanut Butter Cups Debut

The rapid creation of Reese’s Pieces Peanut Butter Cups, a mashup of two well-known treats, is a case study in how brands can more quickly come up with new items and engage with fans.

In case you missed it, Reese’s Cups and Reese’s Pieces are getting together this summer. As the product won’t hit stores until July, Hershey Co. was not exactly ready to announce it as early as it did, with an official confirmation on May 12 after a week of teasing.