"The brand first hijacked the popular #sorrynotsorry hashtag in January 2016 as part of its first ever UK-specific digital advertising campaign. Aimed at millennials by millennials, it has featured a number of videos and images across Facebook, Instagram, Snapchat and YouTube of young people indulging in Reese's treats. However, a number of the short clips including 'Orange hair, don't care' and 'Walk of unashamed' that intend to represent the youth of today have been called out by fans for missing the point."
"A 10-second video that features a young woman getting her hair dyed a Reese's shade of orange while her friend and hairdresser high fived in the background received criticism by one Facebook user for projecting an image of young people that most millennials don't identify with. "Don't know who the target demographic of this video is but it's certainly not me," the user wrote."
Reese's UK hijacked the #sorrynotsorry hashtag in January 2016 for a UK-specific digital campaign aimed at millennials. The campaign used videos and images across Facebook, Instagram, Snapchat and YouTube showing young people enjoying Reese's treats. Several short clips, including 'Orange hair, don't care' and 'Walk of unashamed', were criticized for failing to represent contemporary youth. A 10-second clip of a woman dyeing her hair orange drew comments that the imagery did not reflect most millennials. Some users called the film cynical and hipster, with at least one publicist labeling the campaign among the worst brand campaigns seen. The work by Havas Field Day will continue online throughout the year with additional content.
Read at The Drum
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