HERSHEY, Pa.--(BUSINESS WIRE)--Team USA summer athletes will look to win medals at the Rio 2016 Olympic Games for their impressive athletic feats, but it’s the winter Olympic athletes who will take home honors in an equally important category: FUN! Because let’s face it – it’s the winter sport athletes who can really live it up this summer in Rio; no pressure, just having a good time. As a new sponsor of Team USA, the Reese’s brand is celebrating the unique fun and joy that Americans experience every two years around the Olympic Games. And who better to live this out than skiing sensation Lindsey Vonn? Today, Reese’s brand debuted their “Do Summer Like a Winter Olympian” Rio 2016 Olympic Games campaign, featuring U.S. Olympic gold medalist skier Lindsey Vonn.
To highlight Reese’s go for it attitude, the brand is partnering with one of American’s most successful and famous Olympic Winter Games athletes, Lindsey Vonn, to show the world how great life can be when you let loose a bit and do summer sports like a winter sports athlete. With no competitions to prepare for, Vonn is partnering with Reese’s brand to bring her playful, humorous and competitive spirit to some of summer’s traditional Olympic events including fencing, archery, dressage, sculling canoe, and rhythmic gymnastics.
“The Reese’s brand is all about having fun and we want to shine a light on the basic human truth that sports are fun,” said Kristen Riggs, Senior Brand Director for Reese’s. “Whether setting up an impromptu dive session at the community pool or heading down to the local track to see how far you can jump, we want to inspire our consumers to have fun and participate in the Olympic Games this summer. Our partnership with Team USA and Lindsey Vonn is a perfect fit to encourage our fans to go for it and simply have a good time no matter what they are doing this summer…And if you add a Reese’s cup into the mix, well that just puts it over the top.”
Reese’s social channels will feature Vonn’s recreational (and humorous) take on Olympic Games sports starting at the end of June, and will continue to roll-out in the lead-up to the Rio 2016 Olympic Games. The iconic candy brand will also unveil two sweet TV spots featuring Vonn on Tuesday, July 5th and Tuesday, July 19th – the first time in over a decade that the Reese’s brand is using live action advertising vs. animation. The social content and TV spot will encourage fans to do summer #LikeAWinterOlympian.
“I couldn’t be more excited to partner with the Reese’s brand for their Rio 2016 Olympic Games campaign and to ‘go for it’ like only an Olympic Winter Games athlete can this summer,” said U.S. Olympic gold medalist skier, Lindsey Vonn. “I'm still very serious about my skiing career and am continuing to train hard towards my goals for the next Olympic Winter Games, but this partnership gives me a chance to show off my humor and highlight a fun side that many people do not get to see on a regular basis.”
Throughout the Rio 2016 Olympic Games, Vonn will interact with Reese’s fans on social media to provide commentary on key competitions, conduct interactive polls, respond to fans, and encourage them to join in on conversations around real-time trending topics.
Will Vonn be medal worthy? Maybe, we’ll see. But, she sure is having a blast – which is exactly the way Reese’s fans live their lives!
To see how Lindsey Vonn & Reese’s Peanut Butter Cups “Do Summer like a Winter Olympian,” check out Reese’s Twitter, YouTube and Facebook channels.
About The Hershey Company
The Hershey Company, headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has approximately 21,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside. Building on its core business, Hershey is expanding its portfolio to include a broader range of delicious snacks. The company remains focused on growing its presence in key international markets while continuing to extend its competitive advantage in North America.
At Hershey, goodness has always been about more than delicious products. For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through 'Nourishing Minds,' a global initiative that provides basic nutrition to help children learn and grow. From neighborhoods across the United States to the streets of Shanghai and Mumbai and villages of West Africa, our goal is to nourish one million minds by 2020.
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