This Retro Candy Became Popular Thanks to a Classic '80s Movie

Films have long served as a platform for product placement, and in the 1980s, "E.T. the Extra-Terrestrial" effectively became a showcase for a tri-colored candy that remains popular today: Reese's Pieces. When Steven Spielberg's iconic story of a boy forming a bond with an alien premiered in 1982, Reese's Pieces had only existed for a few years, debuting in 1978. The film dramatically boosted the candy's recognition and popularity.

The small peanut butter candies were originally created to ride the wave of success of Reese's chocolate peanut butter cups, a Halloween favorite that continues to captivate candy lovers. However, after "E.T.", Reese's Pieces emerged as a star in its own right. Research on product placement revealed that sales of the candy soared by 65% within just two weeks of the film's release, effectively tripling its market performance. Soon, Reese's Pieces were widely known as "E.T.'s favorite candy."

Interestingly, Reese's Pieces were not Spielberg's first choice. The director initially wanted to feature M&M's in the movie. According to accounts, Spielberg approached Mars, Inc. to secure permission to use the colorful candy, but the company requested to see the script first. Spielberg declined, and Mars refused the placement. This opened the door for Hershey, which gladly allowed the use of Reese's Pieces, Spielberg's second favorite. He later noted, "In a way, Reese's Pieces was relatively new in '82. We sort of helped each other."

Originally named PB, the candy received a more memorable title, becoming Reese's Pieces. Unlike modern product placement deals, Hershey did not pay to have its candy featured in the film; instead, the company promoted the movie through its advertising campaigns. This collaboration changed both product placement strategies and the trajectory of Reese's Pieces.

While the peanut butter recipe remained largely unchanged for years, recent updates removed dextrose and milk, transforming the candy into a dairy-free version while maintaining its beloved taste. The film and candy remain culturally intertwined, demonstrating the lasting impact of cinematic product promotion.

Reese's Pieces: A Perfect Example of Product Placement Success

When we think of iconic product placements, few stories are as memorable as that of Reese's Pieces in Steven Spielberg's "E.T. the Extra-Terrestrial." The 1982 film did more than just captivate audiences with its heartwarming tale of a boy and an alien—it also introduced the world to Reese's Pieces, turning the candy into a household name practically overnight.

Though Reese's Pieces was not initially a top choice for Spielberg, the partnership between the director and Hershey helped both the candy and the film reach new heights. The decision to include Reese's Pieces in the film after Mars, Inc. declined to participate was a fortuitous one. This product placement resulted in an immediate 65% increase in sales, a testament to the power of strategic marketing in cinema.

What sets this example apart is the reciprocal nature of the collaboration. While Reese's Pieces didn't pay for the placement, Hershey helped promote the film in its campaigns, creating a symbiotic relationship that benefited both parties. This marks a key shift in how product placement was approached in the industry, paving the way for future collaborations that extend beyond simple advertising into integrated storytelling.

As the years passed, Reese's Pieces evolved, maintaining its popularity and even adapting to modern tastes with a dairy-free version. But the lasting cultural connection between the candy and "E.T." remains a powerful reminder of the impact a well-executed product placement can have on a brand's legacy.

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• This Classic '80s Movie Made One Retro Candy Popular