• by Teresa Buyikian , March 13, 2026

Film marketing and brand partnerships go hand in hand. And one recent collab brought together both the sweet and the scary to promote the seventh installment of the “Scream” franchise.

Beginning last October, Hershey’s Reese’s and Paramount teamed up for international promotion of the upcoming “Scream 7” release last month.

Kicking off the promotions in October did double duty. As Halloween is traditionally an American holiday, the “Scream” tie-in helped boost not just awareness of the upcoming film, but of Halloween in general as a day to indulge in fun scares and sweet treats such as Reese’s.

Working with retail marketing agency Flywheel, Reese’s leaned into the “Scream” franchise for inspiration, tapping into the Ghostface character and integrating some of the film franchise’s most popular tropes for IRL activations and online promotions in five international markets; U.K., Mexico, Germany, Australia and Puerto Rico.

The “Scream for Reese’s” campaign in the U.K. used co-branded social media activations and pop-up events to tap into younger audiences. The highlight of the effort took place on London’s South Bank, where a retro classic British red phone booth was transformed into a co-brand experience, tapping into the “Scream” franchise’s scary scenes where a character answers their home phone only to encounter Ghostface on the other end. Passersby were invited into the booth to see if they were “brave enough to answer the call,” and also receive Reese’s treats.

“The ‘Scream for Reese’s’ partnership … elevated everyday retail moments with a playful, entertainment-driven twist,” said Jessica DuQuesne, brand manager, international commercial growth, The Hershey Company in an email to Marketing Daily. “By tapping into a growing global interest in Halloween, the campaign delivered strong engagement and reinforced Reese’s position as a leading seasonal treat.”

Another key activation took place in Mexico, where a flagship OXXO convenience store was fully wrapped in Reese’s traditional orange color with eerie décor and Ghostface-inspired elements. Other Mexico promotions included events at universities, parks, plazas and Six Flags, in addition to in-store displays and sampling across more than 95 retail locations.