The Hershey Company is bringing the excitement and energy of football fandom to airports around the world with the launch of its new ‘Take Home the Cup’ activation.
The global travel retail campaign is designed to connect travelers with the Reese’s brand through exclusive packaging, engaging retail experiences and memorable moments of discovery.
The campaign is rolling out across key locations worldwide, including Los Angeles International Airport, Miami International Airport, John F. Kennedy International Airport, Seattle–Tacoma International Airport, San Francisco International Airport, as well as Abu Dhabi’s Zayed International Airport, Singapore’s Changi International Airport. It is also in travel retail locations across Argentina, including the Puerto Iguazú border store, and airports in Greece, Mexico and Brazil.
The campaign introduces a limited-edition Reese’s Milk Chocolate Peanut Butter Cups six-pack multipack featuring football-inspired graphics. In Los Angeles, Miami, Seattle, Mexico, Brazil and Argentina, the packs also feature the inspiring tagline, “Take the Cup, Taste the Win.”
Select markets also incorporate destination-specific design elements that further enhance local relevance while maintaining the recognizable Reese’s branding.
Developed exclusively for travel retail, the campaign leverages a major global football moment and increased passenger traffic during peak travel periods to create a highly visible platform that encourages shoppers to celebrate, connect and share while traveling. By combining limited-edition packaging with immersive retail experiences, Reese’s aims to drive visibility, conversion and incremental sales while strengthening its position as a leading sharing and gifting confectionery brand.
A global activation
The campaign introduces a series of retail activations created to transform airport shopping environments into immersive Reese’s destinations. Participating airports are welcoming travelers with bold orange retail displays, oversized product showcases and football-themed creative elements. Designed to maximize visibility in high-traffic environments, the campaign creates strong stopping power while reinforcing Reese’s distinctive brand identity.
The largest activation takes place in the international terminal at Los Angeles International Airport. The experience features a branded stand showcasing the limited-edition multipack, a 180-degree video entrance and an interactive game that invites travelers to engage with the Reese’s brand. In the U.S. locations, the activation is further supported by gift-with-purchase promotions that reward shoppers while encouraging trial and purchase.
In JFK, Miami and Argentina, a Reese’s mascot dressed in football kit brings a playful element to the campaign, creating spontaneous interactions and photo opportunities that encourage deeper engagement with the brand. Additional experiential touchpoints, including foosball tables and interactive football-themed activities, further enhance the shopper experience, inviting travelers to pause, play and engage with Reese’s as part of their journey.
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Driving engagement
The campaign also features market-specific activations tailored to local retail environments and traveler behaviors, developed in partnership with Avolta.
In Seattle, travelers can step into a Football Virtual Reality simulator. The immersive experience transforms time spent in the airport into a memorable brand encounter, bringing the excitement of football to life through interactive play.
Together, these experiences support The Hershey Company’s broader ambition to create meaningful connections with travelers through experiences that extend beyond the product itself. By combining exclusive packaging, interactive engagement and destination-specific executions, ‘Take Home the Cup’ creates multiple opportunities for shoppers to interact with the brand while driving visibility, conversion and incremental sales for retail partners.
Celebrating shared moments
The activation reflects The Hershey Company’s strategy of connecting globally relevant cultural moments with travel-exclusive propositions that resonate with travelers across different markets and regions. Built around the universal themes of celebration, togetherness and shared experiences, the campaign positions Reese’s as the perfect companion for match moments, gifting occasions and spontaneous travel purchases. Designed for sharing and gifting, the travel retail-exclusive multipack further reinforces Reese’s role as a fun and social purchase for travelers.
Ahmad Nasser, General Manager MEA and World Travel Retail, The Hershey Company, said:
“Travel retail offers a unique opportunity to engage consumers during moments when they are most open to discovery and experience. With ‘Take Home the Cup’, we are combining a travel retail-exclusive Reese’s offering with engaging retail experiences that tap into the excitement and togetherness associated with football fandom around the world. By combining impactful retail theatre with a travel retail-exclusive Reese’s offering, we are creating memorable brand experiences that drive engagement, support our retail partners and reinforce Reese’s position as a must-buy treat for travelers.”
