How Reese's Pieces Landed Its Big Break With Help From the Alien Who Wanted to Go Home

When Mars Inc. passed on E.T., the opportunity went to Hershey's

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

In honor of Halloween, it’s time to tell the strange story of how one of America’s favorite candies got its big break.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Oct. 26, 2020, issue of Adweek magazine. Click here to subscribe.