Reese’s and Halloween have something in common—they’re big in North America, but not so big everywhere else. And for our target audience—18-34 year olds in the UK, Mexico, Australia, Germany, Saudi Arabia and Puerto Rico—Halloween isn’t about trick or treating and candy anymore, if it ever was. Now, Halloween is simply an excuse to party. And party hard. With the brief asking to make Peanut Butter Cups the must-have Halloween treat for adults, we decided to make every other candy seem childish.

Our response involved taking over 18+ Halloween parties and giving people the spooky tradition they really want—a trip or treat. Using a social first, integrated campaign, we tapped into drug culture to market Reese’s Peanut Butter Cups as illicit substances, showing that they’re the only treat you should have at your Halloween party, because anything else is for kids.