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

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

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