Reese's to lead candy campaign for summer Batman movie
HERSHEY, Pa. The Hershey Co.’s Reese’s brand will partner with Warner Bros. Pictures to promote The Dark Knight, the studio’s sequel to the hit Batman Begins, set for release in July.
Among the candies that will carry images from the movie beginning in June are Special Edition Reese’s Peanut Butter Cups, Reese’s Pieces candy and Kit Kat bars. The brand will also offer two movie-specific products: Reese’s Milk Chocolate Peanut Butter Bats and Reese’s Dark Peanut Butter Bats. Special Edition Kit Kat Dark Knight Bars will feature an engraved Bat Signal on standard and king size bars.
The campaign will also feature prizes for consumers and millions of dollars in advertising.