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Reese’s Takes Over Royal Oak to Reveal New Confection

The brand slowly invaded Royal Oak, Michigan, a top city in America for trick-or-treating.
October 31, 2017

​ROYAL OAK, Mich. – Reese’s recently surprised fans of the confection with an unveiling and exclusive sampling of its latest innovation, Reese’s Outrageous Bars, at a Royal Oak, Michigan, Halloween “Spooktacular” event. The new candy bar makes its official debut in May 2018.

In 2015, The Daily Meal named Royal Oak the no. 2 town for trick-or-treating, so, when the Reese’s brand heard about Royal Oak’s legendary Halloween celebration, it knew this town would share its appreciation for something “outrageous.”

“It is in Reese’s DNA to take it to the next level, so giving the exclusive first taste of Reese’s Outrageous Bars to our fans in Royal Oak during Spooktacular seemed like the perfect time and place!” said Ryan Riess, senior brand manager of the Reese’s Brand. “What could be more outrageous than pairing the country’s favorite Halloween candy brand with one of the country’s most festive and already outrageous Halloween celebrations?”

In the weeks leading up to the event, the Reese’s brand slowly invaded Royal Oak with mysterious clues, such as Reese’s Pieces-inspired dots on sidewalks, a huge mural that appeared overnight and an empty storefront was cloaked in secrecy as a clock appeared to countdown to the annual Spooktacular.

As Spooktacular arrived, guests gathered at the covered storefront as the clock struck zero. Cannons erupted with Reese’s-colored confetti and a drum line made its way down Main Street as the curtain fell away. The reveal: Reese’s Outrageous Bars for all.

“Our annual Spooktacular is a time-honored tradition close to our hearts here in Royal Oak,” said Mike Fournier, mayor of Royal Oak. “Friends, families, local businesses and town officials gather every year to experience and celebrate this delightful and joyous Halloween event. Partnering with the Reese’s brand this year has made it our most outrageous yet!”