In honor of ET turning 40 today, we look back on an interview Steven Spielberg did where he explained how Reeses Pieces was featured.
by both mocking product placements, while concurrently promoting Pepsi, Doritos, Pizza Hut and Reebok in a single scene.)After Kennedy reached out with the proposal, which also included promotional tie-ins to coincide with the movie’s release, crucial time passed while Mars deliberated the agreement. But with production looming, she and Spielberg were forced to examine alternatives.
While M&M’s might have been the director’s favorite at the time, he didn’t have to think too hard about his secondary go-to treat, Reese’s Pieces, owned by longtime Mars competitor The Hershey Company. “I was just told that we weren't given permission to use M&M's, so I said, ‘Well, what's my next favorite candy?'" Spielberg recalled. “Which [has] now become my most favorite candy, because I've been eating it now for 20 years and that's Reeses Pieces. [Hershey] said yes and that became the candy of the hour.”
“When we were running out of time and [Mars] hadn't given us the OK, we went to Reese’s Pieces and the rest is history,” Kennedy said. “I think they had a lot of regret after saying no.” s release coming just a few years after Reese’s Pieces, an extension of Hershey’s wildly popular Reese’s Peanut Cups, first hit the market in 1978, the collaboration was synergy at its best.And the numbers back this up.
While the Reese’s Pieces of it all may not stack up against the film's most notable timeless qualities, such as John Williams' sweeping score or the iconic imagery of the aerial bike ride backlit against a full moon, the candy remains synonymous with one of the most beloved movies of all time. ’s breakout star at just six years old, says she counts herself as one of many who continue to form unique connections to the movie four decades later.
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