When Taylor Swift announced her 12th studio album, The Life of a Showgirl, brands knew it was time to move—and fast. Reese’s responded with remarkable speed, rolling out a playful ad referencing Swift’s “Orange Era” just 24 hours later. Here’s how they did it, why it worked, and what marketers can learn from their agility.
Taylor Swift Drops the Album—And an Orange Signal
On August 12, 2025, exactly at 12:12 a.m. ET, Taylor Swift revealed The Life of a Showgirl during a live segment on the New Heights podcast hosted by Travis and Jason Kelce. The reveal—built with precise aesthetic cues such as orange tones and references to the number 12—sparked immediate cultural conversation. The Empire State Building even lit up in orange to honor the beginning of her new era.
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Reese’s Speed + Strategy = Cultural Moment
Reese’s capitalized on this opportunity with extraordinary speed. In under 24 hours, collaborating with The Martin Agency and MiltonOne, they launched a 15-second ad titled “You Asked For It”, pairing their iconic orange packaging with nods to Swift’s album themes—and teasing a co-branded Reese’s–Oreo product “from the vault.”
The brand went all-in with visibility: YouTube masthead takeovers, CTV ads, and viral posts across TikTok and Instagram. Their bold move quickly garnered millions of views and widespread buzz.
Why Reese’s Move Was Brilliant
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Huge Cultural Play
As a sponsor of New Heights, Reese’s was uniquely positioned to react authentically by leaning into the podcast moment and Swift’s “Orange Era.” -
Speed + Substance
The execution wasn’t just fast—it was conceptually on-point, connecting Reese’s brand identity with Swift’s emerging aesthetic. -
Multi-Platform Reach
Strategic buys across YouTube, TikTok, and CTV guaranteed high visibility in a moment everyone was tuning into.
Marketing Takeaways for Brands
| Insight | Why It Works |
|---|---|
| Have Reactive Assets Ready | Build campaign “playbooks” that allow for fast pivots when cultural moments hit. |
| Cultural Fluency Matters | You can’t leap on moments you don’t truly understand—the orange motif was non-negotiable. |
| Speed Must Be Thoughtful | Rapid delivery is only effective when tied to clear strategy and brand relevance. |
Final Word
Reese’s “Orange Era” campaign is not just a marketing win—it’s a case study in how speed, cultural awareness, and authentic brand alignment can transform a reactive push into a memorable moment. In the ever-accelerating cycle of pop culture, the brands that thrive are the ones ready to move—and build—with intention.
