{"id":21480,"date":"2024-08-28T21:54:56","date_gmt":"2024-08-28T21:54:56","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21480"},"modified":"2024-08-28T21:54:58","modified_gmt":"2024-08-28T21:54:58","slug":"why-reeses-partnered-with-basketball-star-angel-reese-beyond-the-obvious-reason","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21480","title":{"rendered":"Why Reese\u2019s partnered with basketball star Angel Reese\u2014beyond the obvious reason"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">It happened, as many sweet things do, thanks to a post.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">\u201cReese\u2019s pieces where yall at?????\u201d Angel Reese, one of the brightest rookie stars in the WNBA, wrote on X in June, a reference to both the candy and what Reese\u2019s own fans have begun calling themselves. Last week, Reese\u2019s announced an official partnership with the Chicago Sky forward for\u2026clear reasons.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">\u201cWe had definitely been keeping our eyes on Angel for a while, given the obvious name connection,\u201d Melissa Blette, senior brand manager of Reese\u2019s, told Marketing Brew. \u201cBut once we learned Angel\u2019s fans had started to call themselves the Reese&#8217;s Pieces, and she was calling them the Reese\u2019s Pieces, we felt naturally invited to be a part of the fandom.\u201d<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Reese\u2019s name isn\u2019t the only reason why the brand wanted to work with her, Blette said. The agreement, which so far centers around a line of merch, is also about good timing, personality alignment, and audience fit.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">We spoke with Blette to hear more about the plans for the partnership.<\/p>\n<h2 class=\"dist__StyledText-sc-9c73a528-12 haXFcU\">Fan cam<\/h2>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Like many others, Blette said Reese first caught her eye during March Madness in 2023, when Reese\u2019s team, Louisiana State University, won the championship. At the time, the game broke viewership records, but that milestone was handily surpassed by this year\u2019s women\u2019s college tournament.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Reese recently said on X that she\u2019d wanted to work with the brand for several years, but it wasn\u2019t until this summer that the team at Reese\u2019s felt the time was right to connect, according to Blette. After Reese posted \u201cReese\u2019s pieces where yall at?????,\u201d the Reese\u2019s brand account replied to the post, calling Reese its favorite player. She reposted, fans started to engage, media caught wind of a potential collab, and days later, Reese\u2019s and Reese\u2019s team connected, Blette said.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">\u201cThis time, we were invited into the conversation,\u201d she said. \u201cThat doesn\u2019t happen to a brand every day, for people to be saying, \u2018Please do this collaboration.\u2019 To hear that excitement from the fans and from Angel herself that they wanted to make this happen, I think was why this was the time that really made sense for us.\u201d<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">The collab marks Reese\u2019s first official partnership with a WNBA player. The brand has also never worked with an NBA player, though parent company Hershey has worked with NBA players like Shaquille O\u2019Neal, Karl Anthony Towns, and Joel Embiid across brands including Kit Kat and Jolly Rancher.<\/p>\n<h2 class=\"dist__StyledText-sc-9c73a528-12 haXFcU\">Ideal fit<\/h2>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">With the WNBA rookie\u2019s fans being central to the partnership, Blette said the brand team wanted to activate in a way that would get them excited. After working with Reese\u2019s team, they landed on the idea of limited-edition merch.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-f998fa3-1 eLdHEA inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-9c73a528-12 hxLtlS inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-9c73a528-12 lkyzwa inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">The first collection, which features eight items that showcase the Reese\u2019s Pieces logo and Reese\u2019s first name, dropped Aug. 21 on Reese\u2019s official site. The second drop, a Reese x Reese\u2019s jersey, became available Tuesday at midnight. Another eight products inspired by the Reese\u2019s Peanut Butter Cup\u2014like a Reese\u2019s cup crowning Reese, a reference to her status as the WNBA\u2019s double-double queen\u2014are up next.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">The Reese\u2019s team wanted to make the collab happen as soon as possible, especially considering the WNBA is still in season, Blette said, and added there could be more to come depending on fan feedback.<\/p>\n<h2 class=\"dist__StyledText-sc-9c73a528-12 haXFcU\">Go CraZy<\/h2>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Blette declined to share sales numbers, but said that so far, the partnership has exceeded expectations. When the brand released the looks in its initial announcement, \u201cthe fans went crazy,\u201d especially over the jersey, she said. There have also been thousands of social posts about it, leading to higher-than-average engagement for the brand, Blette added.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">That may be a positive sign considering one of Reese\u2019s main goals in teaming up with Reese was to connect with Gen Zers. Reese, who is the most-followed WNBA player on social media, has a significant following within that demographic, Blette said.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Her audience plus her personality\u2014and, of course, her name\u2014made Reese an inevitable teammate for Reese\u2019s, a longstanding NCAA and March Madness partner, which has recently been leaning further into women\u2019s sports.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">\u201cThe name alone probably wasn\u2019t what mattered to us,\u201d Blette said. \u201cThis fanbase that started calling themselves the Reese\u2019s Pieces and really connecting it to the brand and getting excited was one piece, but the second was just how Angel shows up and the person that she is. She\u2019s so unapologetically herself, and that\u2019s very much representative of the Reese\u2019s brand.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/08\/28\/reeses-angel-reese-partnership-basketball-wnba?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It happened, as many sweet things do, thanks to a post. \u201cReese\u2019s pieces where yall at?????\u201d Angel Reese, one of the brightest rookie stars in the WNBA, wrote on X in June, a reference to both the candy and what Reese\u2019s own fans have begun calling themselves. Last week, Reese\u2019s announced an official partnership with [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21481,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21480","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Reese\u2019s partnered with basketball star Angel Reese\u2014beyond the obvious reason | Brandiary<\/title>\n<meta name=\"description\" content=\"It happened, as many sweet things do, thanks to a post.\u201cReese\u2019s pieces where yall at?????\u201d Angel Reese, one of the brightest rookie stars in the WNBA,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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