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How the Sweet-Toothed Alien Helped Sell Candy
It was 1982, the year of moonlit bike rides, glowing fingers, and the echo of a little boy’s voice yelling, "E.T. phone home." In many ways, Steven Spielberg’s sci-fi classic "E.T. the Extra-Terrestrial" wasn’t just a movie; it was a defining cultural moment—a story that transcended generations, reminding us of the wonder of childhood, friendship, and a touch of extraterrestrial magic. But there was something else happening, too—something more subtle, but oh-so-sweet—right under everyone’s noses, and right in their snack cabinets soon after.
We’re talking, of course, about Reese's Pieces.
The little peanut butter candies in their yellow, orange, and brown shells made a big appearance in "E.T.," and what happened after was nothing short of a marketing fairytale. This is the story of how Reese's Pieces became synonymous with one of the biggest movie moments of all time—and how product placement forever changed the way brands looked at Hollywood.
The One with the Alien and the Candy
Before we dive deep into the magic that unfolded, let’s set the stage. In "E.T.," there’s this beautiful moment where Elliott, a lonely young boy, is attempting to lure a new friend—one that’s not from around here—out of the woods. The friend, of course, is E.T., a big-eyed alien who’s just as lost as Elliott is, in his own way. Elliott strategically leaves a trail of candy, and each little colorful piece leads the curious E.T. into his life.
And that candy? Reese's Pieces.
But how did it end up being Reese's Pieces, and why did this little candy become a cultural symbol, instantly recognizable and beloved? Well, let’s travel back a bit…
When M&M's Said "No" and Reese's Pieces Said "Yes"
In a twist of fate that’s almost cinematic in itself, Reese's Pieces weren’t the original candy that Spielberg had in mind. In fact, the iconic candy trail was supposed to be M&M's. Spielberg’s team approached Mars, the makers of M&M's, with an offer to feature the candies in the film. They were rejected—and rather swiftly, if legends are to be believed. Mars wasn’t convinced that partnering with an alien movie would do much for their brand. (Cue the facepalm moment for Mars executives everywhere.)
And then, along came Hershey, with Reese's Pieces. They saw the opportunity and they grabbed it—with both hands and perhaps a hopeful prayer that the film would do well. Hershey agreed to promote "E.T." with a million-dollar marketing campaign if Spielberg used their candy in the movie. It was a gutsy move, but hey, it’s all about taking chances, right?
The rest, as they say, is sweet, sugary history.
The Explosion: From Shelves to Stardom
Imagine this: It’s June of 1982. "E.T." has just hit theaters, and audiences everywhere are falling in love with the story of a little alien left behind on Earth. Kids are fascinated by E.T.’s curiosity and innocence, and Elliott’s clever use of candy to befriend him becomes one of the most endearing parts of the story.
Almost overnight, Reese's Pieces went from a barely-known candy to a superstar snack. Sales shot up by a whopping 65% within just a few weeks of the movie’s release. Hershey could barely keep up with the demand, as their colorful, peanut-buttery treats were flying off the shelves.
Suddenly, everyone wanted a piece of the magic. Eating Reese's Pieces wasn’t just about enjoying candy anymore—it was about feeling a connection to the wonder and whimsy of "E.T." It’s funny how that works, right? One minute, you’re just a candy brand trying to keep up in a crowded market, and the next, you’re part of pop culture history.
The Power of Storytelling and Emotional Association
So, what made this product placement so incredibly successful? Sure, there’s the fact that "E.T." was a blockbuster film that everyone and their neighbor went to see. But beyond the sheer exposure, it was the emotional tie-in that did wonders for Reese's Pieces.
Think about it: Product placement is only successful when the product fits seamlessly into the story—when it feels like it belongs, rather than being an awkwardly placed advertisement. In "E.T.," Reese's Pieces were an integral part of one of the film’s most charming and crucial moments. That scene where Elliott leaves a candy trail was about curiosity, trust, and the beginning of an unlikely friendship. And Reese's Pieces became the physical representation of that connection.
It’s not that people went out and bought Reese's Pieces because they wanted to make friends with an alien. They bought them because they felt something—they felt the warmth of Elliott and E.T.’s bond, the joy of a new friendship, and the magic of a story that made them believe in something beyond the ordinary.
That’s the real magic of product placement: when it’s not just about the product, but about what it represents in the narrative. Reese's Pieces became more than candy; they became a symbol of something bigger—and that’s why they flew off the shelves.
A Lesson in Taking Chances
The Reese's Pieces success story also serves as a powerful reminder of the importance of taking risks—and the rewards that can come with those risks. Let’s be real: No one knew for sure that "E.T." was going to be a hit. It was a strange story about a boy and an alien, after all. But Hershey took a chance on the movie, invested in promoting it, and came out on the other side with a massive return.
Sometimes, the best opportunities are the ones that are a little uncertain—the ones that don’t come with a guaranteed outcome but have the potential for magic. Mars decided to play it safe, and they lost out on a moment that could have cemented M&M's even deeper in popular culture. Hershey, on the other hand, took the leap—and it paid off big time.
The Ripple Effect on Marketing
After "E.T.," product placement would never be the same. Brands and advertisers everywhere realized just how powerful movies could be for reaching audiences. It wasn’t just about putting a product in front of people’s eyes—it was about integrating a product into a story in a way that made people feel something.
Today, we see product placement in everything—TV shows, movies, even video games. But few placements have been as iconic or as impactful as Reese's Pieces in "E.T." It was, in many ways, a turning point—the moment when the entertainment industry and advertisers realized that they could create magic together, blurring the lines between storytelling and marketing in a way that benefitted everyone.
And let’s not forget: Reese's Pieces were the perfect candy for the job. Colorful, whimsical, and small enough to leave a trail—they fit right into the world of "E.T." in a way that made sense. It wasn’t forced; it wasn’t in-your-face. It was just right.
How Reese's Pieces Stuck Around
Now, you might think that the Reese's Pieces boom ended with the release of "E.T.," but the truth is, the candy had staying power. The association with such a beloved movie gave Reese's Pieces a nostalgic quality that carried them through the years. Decades later, people still talk about Reese's Pieces when they talk about "E.T.," and vice versa.
The brand managed to capitalize on that momentum, and it helped them carve out a niche in a competitive candy market. They didn’t become the next M&M's—and they didn’t need to. Reese's Pieces had found their own place in the hearts (and taste buds) of consumers everywhere.
It’s not every day that a product placement can accomplish that—but then again, it’s not every day that you get to team up with a friendly alien.
What Modern Marketers Can Learn from "E.T." and Reese's Pieces
There’s a lot that today’s marketers can learn from this sweet success story. First and foremost: Authenticity matters. Reese's Pieces worked in "E.T." because they weren’t just a product thrown into the story—they played a meaningful role. When you’re thinking about product placement (or any kind of brand integration, really), the key is to ensure that it feels natural, that it adds value rather than distracting from the main story.
Second: Emotion is everything. People don’t make buying decisions based solely on logic. They make decisions based on how they feel. The reason Reese's Pieces saw such a massive boost wasn’t just because people saw them on-screen. It was because people connected the candy with the emotions they felt watching "E.T." If you can create that kind of emotional tie-in, you’ve got something powerful.
And lastly: Take risks. Marketing is all about standing out, about trying something new and different. Hershey took a gamble on "E.T.," and it paid off in a big way. Sometimes, those are the moves that lead to the most significant rewards.'
Wrapping It Up—Like a Candy Coated Peanut Butter Treat
The success of Reese's Pieces in "E.T." isn’t just a story about good candy or a good movie. It’s a story about the power of creativity, about the ways that entertainment and marketing can work hand-in-hand to create something bigger than the sum of their parts. It’s about understanding your audience, taking a chance, and hoping for a little bit of magic along the way.
Over 40 years later, we’re still talking about E.T. and Reese's Pieces, which tells you everything you need to know about just how powerful that partnership was. It’s the kind of story that marketers dream of—one where everybody wins, especially the audience.
And really, who could resist a candy-loving alien?
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