Hershey taps into ASMR craze for feature film
Hershey Canada is tapping into the ASMR craze with the launch of a feature length movie to promote its Reese Peanut Butter cup brand.
REESE Canada brings ASMR to the masses in first ever feature-length ASMR film: REESE The Movie: A Movie About REESE (CNW Group/Hershey Canada Inc.)ASMR (autonomous sensory meridian response) is a tingling feeling triggered by certain types of audio prompts including soft-spoken commentary, scratching, finger tapping or crinkling fabric.
The movie features five prominent names in the ASMR space--ASMR Darling, Gibi ASMR, Matty Tingles, Whisperland and Seafoam Kitten--using audio cues to capture what the brand is calling the "Reese Ritual."
The brand discovered that consumers have a very specific way of eating a Reese Peanut Butter Cup, which "opened the door to parallels between eating the Reese Peanut Butter Cup and ASMR," said Jackson Hitchon, head of marketing, Hershey Canada, in a press release.
The film streams on Crave TV starting June 9 and will be available via YouTube on June 17.
