Reese The Movie, An ASMR Experience Debuts In June


Toronto — Reese The Movie: A Movie About Reese, is premiering in Canada and features five “autonomous sensory meridian response (ASMR) stars,” bringing the sensory experience of eating a peanut butter cup to life, according to Hershey Canada, Inc.

ASMR is an experience characterized by a tingling sensation on the skin that typically originates in the head and moves the down spine in responses to a gentle stimulus, typically a sound, and is commonly used in meditation and relaxation, according to the candymaker.

“What we found in talking with consumers is they have a very specific way of eating a Reese Peanut Butter Cup — and they eat it the same way every time,” says Jackson Hitchon, head of marketing for Hershey Canada. “It’s this uniquely methodical and mindful approach to eating that helped the Hershey Canada team coin the “Reese Ritual.” But it also opened the door to parallels between eating the Reese Peanut Butter Cup and ASMR.”

In the film each step of the ritual will be explored, and a 12-minute sneak preview will air on a commercial break during the season three premiere of The Handmaid’s Tale on June 9. The full film will be available from streaming exclusively on Canadian on-demand subscription service Crave, followed by wider release through YouTube on June 17, Hershey Canada reports.