March Madness just got a touch sweeter! In honor of the annual National Collegiate Athletic Association basketball sporting event, Reese’s is revamping its beloved peanut butter cups.
More specifically, the Hershey-owned candy brand plans to celebrate three-seed teams – those that are ranked pretty poorly and thus not expected to win the tournament – by releasing rare three-cup Reese’s at all three-seed college campuses following Selection Sunday, which occurred on Monday, March 17. The three-seed teams are Purdue, LSU, Houston and Texas Tech.
The release, which will take place on Thursday, March 21, will involve more than 70,000 Reese’s Peanut Butter Cups in total. Given that statistics show three-seed teams only have a three percent chance of taking home a NCAA championship, the chocolate company wanted to turn the “dreaded three-seed position into a coveted spot” by delivering thousands of unusual packs of the popular sweet treat to some of the 68 schools and universities involved in the competition that might need a pick-me-up.
Though Hershey’s has released this product in the past (as evidenced by the fact that it’s for sale on Amazon) it’s not a usual offering for the Pennsylvania-based brand. A photo of the new packaging shared with Us Weekly indicates it looks almost exactly like a regular Reese’s package, but is obviously a touch longer. The wrapper also says “Large size” on the front, indicating it holds more than the standard pair of chocolate and peanut butter treats.
Unfortunately, if you don’t go to a three-seed school there isn’t much you can do to get your hands on this exclusive product. However, the 3-cup packs will be available to win exclusively during March Madness. Through an NCAA retail promotion, consumers can play to win Reese’s 3-cups nationally. Furthermore, with every purchase of Reese’s, consumers can text their receipt to win a case of the limited dessert.
The three-pack comes a little over a month after Reese’s released another take on its beloved confection – Reese’s Thins. Those candies, which come in milk and dark chocolate, are 40 percent thinner than regular Reese’s and are billed not as a replacement, but as “another option.”
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