"What we found in talking with consumers, is they have a very specific way of eating a REESE Peanut Butter Cup – and they eat it the same way every time," says Jackson Hitchon, head of marketing, Hershey Canada. "It's this uniquely methodical and mindful approach to eating the REESE Peanut Butter Cup that helped the Hershey Canada team coin the " REESE Ritual". But it also opened the door to parallels between eating the REESE Peanut Butter Cup and ASMR. The two go together as seamlessly as chocolate and peanut butter."

The REESE Ritual includes five key steps: interacting with the package, opening the package, sliding out the cup, unwrapping the cup and finally, indulging in the cup. Each step, which will be explored in detail throughout the film, is a personal and intimate experience for the REESE lover, much like experiencing ASMR.

Autonomous sensory meridian response is an experience characterized by a tingling sensation on the skin that typically originates in the head and moves down the spine. Or in simple terms, "the chills". Commonly used for meditation or relaxation, interest in ASMR videos on YouTube in Canada has grown 9.8 times over the past five years, with ASMRtists using various types of sounds to create this powerful reaction.

REESE The Movie: A Movie About REESE, is a fresh take on the typical ASMR video found on YouTube. Longer than most, the film brings together some of ASMR's most popular stars, drawing on the collective intelligence of the ASMRtists themselves, instead of a third party or celebrity. In addition to starring two Canadians, the film is directed by Canadian Jamie Webster of Common Good, known for his creative collaboration with R&B duo Majid Jordan. Cinematographer, Andre Turpin, also Canadian, brings 40 years of experience to the piece, including Adele's Hello music video, one of the highest viewed videos on YouTube.

"As a director, I'm used to being in the driver's seat, creatively controlling how a piece comes to life," says Jamie Webster. "But for REESE The Movie: A Movie About REESE, the ASMRtists are the experts, and I relied heavily on their direction and insight to ensure we were reaching ASMR throughout the film. This is the most unique project I've worked on, and I'm thrilled to be helping the REESE team bring ASMR to the masses."

A 12-minute sneak peek of REESE The Movie: A Movie About REESE, will air during commercial breaks on the Season 3 premiere of The Handmaid's Tale on Bravo on June 9. The full film will also be available for streaming exclusively on Crave beginning on June 9, followed by a wide release on YouTube on June 17.

About Hershey Canada Inc.

Hershey Canada Inc. is a wholly owned subsidiary of The Hershey Company (NYSE: HSY) and distributes and sells leading confectionery, snack, refreshment and grocery products across Canada. Top brands include: REESE, HERSHEY'S, TWIZZLERS, OH HENRY!, JOLLY RANCHER and CHIPITS.

SOURCE Hershey Canada Inc.

For further information: Hershey Canada Inc., Kaetlyn Graham, Marketing Manager - Reese, [email protected], 647-226-7754; Media Profile, Maxine McDonald, Account Director, [email protected], 416-342-1843