If you haven’t heard of ASMR, you may be living under a rock. ASMR, or autonomous sensory meridian response, has emerged online and entranced the ears and eyes of people everywhere, most commonly in the YouTube community. Now, Reese’s is tapping into the trend with one of the longest branded ASMR efforts to date.
“Reese: The Movie: A Movie About Reese” runs for a whopping 82 minutes and features several popular ASMR artists including ASMR Darling and Seafoam Kitten. A taste of the movie can be sampled on Reese Canada’s YouTube channel, where it’s accrued over 1 million views and become the most watched video on the channel since its premiere two weeks ago—before its full release on June 17th. The film focuses on the “ritual” of eating a Reese’s Peanut Butter Cup in an ASMR way, such as the unpeeling of the peanut butter cup case. To promote the project, selected ASMR influencers indulge viewers in videos such as “800+ Reese Mountain!! ASMR Triggers for Delicious Relaxation” while the preview plays across social media platforms. So, why Canada? Hershey reports that interest in ASMR has grown 9.8 times over the past five years in the country.
It’s no secret that social media is the marketing strategy heard around the world. Reese Canada’s American counterpart is one of the top performers in the social media dimension itself, leveraging platforms to drive awareness for new products according to Gartner L2’s Digital IQ Index: Food. But Reese Canada takes things one step further by employing the art of ASMR with its latest social media promotion. And given the sensuous aspects of peanut butter cups (the crackle of the chocolate coating, satisfyingly ridgy edges, etc.), the move makes perfect sense. Food brands striving to stand out for more than just taste should consider adopting ASMR to capture consumers by highlighting the auditory aspects of their products.