Reese’s Puffs had an existing creative muse, Gen-Z culture creators. They had done a great job defining their “More Yes” unapologetic mentality but since they had a one dimensional view of this audience, they were limited when thinking of ways to reach them.

To truly understand the Reese's Puffs audience, we conducted extensive research into their subcultures, daily routines, and self-expression. We went beyond surface-level understanding to uncover more nuanced audience insights and develop archetypes that are both data-driven and culturally informed.

After weeks of research and analysis we created audience archetypes that exist at the intersections of music, community, fashion, art and lifestyle. These five new archetypes embody the irreverent and creative mindset of the Reese's Puffs consumer - the 'More Yes' mentality. This same research provided clear direction for the brand's behavior principles and tone.