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Reese’s is collaborating with the highly prolific American gold medallist, Lindsey Vonn, for its Do Summer Like a Winter Olympian campaign.
Reese’s, a brand under The Hershey Company, has debuted Do Summer Like a Winter Olympian—a push in conjunction with the 2016 Rio Games. A new sponsor of Team USA, the brand has set out to feature American skiing sensation, Lindsey Vonn, in said initiative.
The marque is collaborating with the U.S. Olympic Winter Games gold medallist to celebrate fun and joy whilst depicting the excitement of letting loose and tackling summer sports like a driven athlete.
With no competitions to prepare for, she has signed on with the brand to showcase her playful, humorous, and competitive spirit across some of the season’s traditional yet iconic events such as fencing, archery, dressage, sculling canoe, and rhythmic gymnastics.
A slew of social channels will feature her recreational take and roll out in the lead-up to the season. Two television spots are slated to premiere on 5 July and 19 July 2016. Using live action advertising versus animation, the conversation is going digital via #LikeAWinterOlympian.
Throughout the Rio 2016 Olympic Games, Vonn is expected to interact with netizens to provide commentary on key competitions, conduct interactive polls, respond to fans, and encourage them to join in on the online dialogue around real-time trending topics.
“Our partnership with Team USA and Lindsey Vonn is a perfect fit to encourage our fans to go for it and simply have a good time no matter what they are doing this summer. If you add a Reese’s cup into the mix, well that just puts it over the top,” said Kristen Riggs, Senior Brand Director for Reese’s.
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