The 1980s were a golden age for many things, including cinema and confectionery. But who would have thought that an iconic movie scene could skyrocket the sales of a particular candy? This blog post explores the unforgettable scene in the 1982 blockbuster movie ‘ET the Extra-Terrestrial’, which played a pivotal role in boosting the sales of Reese’s Pieces, a peanut butter-flavored candy.
‘ET the Extra-Terrestrial’ – A cinematic marvel?
‘ET the Extra-Terrestrial’ captured the hearts of audiences worldwide with its touching story of friendship between a young boy named Elliott and a lovable alien visitor stranded on Earth. Directed by Steven Spielberg, this 1982 film quickly became a cultural phenomenon, solidifying its place in cinematic history. The movie’s blend of heartwarming moments, stunning special effects, and memorable characters resonated with viewers of all ages, making it a timeless classic that continues to be celebrated today.
The film’s success can be attributed to Spielberg’s masterful storytelling and direction, as well as the exceptional performances by the cast, including a young Henry Thomas as Elliott and the puppetry work bringing ET to life. Spielberg’s ability to evoke genuine emotion and create a sense of wonder on screen is evident throughout the movie, captivating audiences from the opening scene to the iconic bicycle flight across the moon.
How did Reese’s Pieces land a role in the movie?
Reese’s Pieces’ involvement in ‘ET the Extra-Terrestrial’ was a strategic product placement move that would forever change the landscape of marketing in the film industry. Here’s how the iconic peanut butter candy landed a role in this beloved 80s movie:
1.
The search for a sweet co-star:
When it came time to choose a candy to feature in the movie, the filmmakers initially approached Mars, the maker of M&M’s, for a partnership. However, Mars declined the offer, leaving the door open for Hershey’s to step in with Reese’s Pieces. This decision would prove to be a game-changer, not just for the movie, but also for the brand itself.
2.
A match made in marketing heaven:
Reese’s Pieces’ distinctive orange, yellow, and brown colors were a perfect fit for the whimsical and colorful world of ‘ET the Extra-Terrestrial.’ The candy’s small, round shape also made it ideal for the movie’s pivotal scene involving ET luring the alien out of hiding with a trail of treats. This seamless integration of Reese’s Pieces into the plot helped elevate the brand’s visibility and solidify its association with a blockbuster film.
“Phone home” – The iconic Reese’s Pieces trail scene
“Phone home” – The iconic Reese’s Pieces trail scene:
The moment when ET utters those famous words, “Phone home,” while following a trail of Reese’s Pieces remains etched in the minds of viewers as a pivotal moment in cinematic history. As ET ventures out of hiding in Elliot’s house, he stumbles upon a bag of Reese’s Pieces and begins strategically placing the candy to lead him back to safety. The colorful trail of peanut butter goodness not only captivated audiences but also showcased the seamless integration of a beloved candy into a heartwarming story about friendship and adventure.
What was the impact on Reese’s Pieces sales?
What was the impact on Reese’s Pieces sales?:
The strategic product placement of Reese’s Pieces in “ET the Extra-Terrestrial” proved to be a game-changer for the candy brand. Following the movie’s release in 1982, Reese’s Pieces experienced a surge in sales, with some reports citing a remarkable 65% increase in profits. This unprecedented success was attributed directly to the memorable scene where ET uses the candy to create a trail, effectively ingraining Reese’s Pieces in the minds of moviegoers worldwide. The exposure garnered from being featured in such a beloved and widely acclaimed film catapulted Reese’s Pieces to new heights of popularity and recognition. The impact was so significant that Reese’s Pieces became synonymous with the film, forever linked to the heartwarming story of ET and Elliot. The marketing strategy of associating the candy with a beloved character like ET resonated with consumers of all ages, leading to a lasting boost in sales and solidifying Reese’s Pieces’ status as an iconic treat.
The power of pop culture, especially movies, in influencing consumer behavior is undeniable. The iconic scene in ‘ET the Extra-Terrestrial’ where the character Elliott lures ET with Reese’s Pieces, not only etched a sweet memory in the viewer’s minds but also led to a significant surge in the candy’s sales. The Reese’s Pieces phenomenon signifies how pivotal product placement can be in the entertainment industry.
