Reese's Turns Busted Brackets into Sweet Wins with New March Madness® Initiative, Every Bracket Busts for a Reese's
Rhea-AI Summary
Reese's (NYSE:HSY) launched "Every Bracket Busts for a Reese's," a March Madness fan sweepstakes starting March 19, 2026. Fans who post busted brackets, tag and follow @Reeses and use #ForAReesesSweeps can win Reese's cups or tickets to the NCAA Men's or Women's Final Four and championship games. On-site activations include free King Size cups for the first 500 guests at Hershey's Chocolate World and Times Square on March 21, plus branded fan experiences during Final Four week.
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News Market Reaction – HSY
In the Mar 19 session, HSY declined 1.01%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 10 | Product launch | Positive | -1.7% | Launch of Dot’s Original Snack Mix nationwide in multiple bag sizes. |
| Mar 09 | Product launch | Positive | -1.0% | Limited-quantity Twizzlers Straws flavor tied to Dirty Soda trend. |
| Feb 10 | Marketing campaign | Positive | -0.7% | Team USA chocolate medals and digital campaign around Milano Cortina 2026. |
| Feb 05 | Dividend declaration | Positive | +9.0% | Announcement of regular quarterly cash dividends on Common and Class B shares. |
| Feb 05 | Earnings update | Positive | +9.0% | Q4 and 2025 results with sales growth and 2026 outlook including EPS guidance. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent product and marketing launches often saw small negative next-day moves, while dividend and earnings announcements coincided with stronger positive reactions.
Over the past months, HSY has mixed marketing innovation with core financial updates. Product launches like Dot’s Original Snack Mix (Mar 10) and Twizzlers Straws (Mar 9) were followed by modest declines, suggesting limited immediate trading impact. In contrast, the Feb 5 earnings release and concurrent dividend declaration each saw a +9.03% reaction, underscoring stronger sensitivity to financial and capital-return news than to brand campaigns like today’s March Madness initiative.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Reese's invites fans to post their busted bracket for a chance to win Reese's or tickets to the NCAA® Men's or Women's Final Four® and championship games
There's never been a perfect bracket in March Madness history. With brackets bound to bust, Reese's is leaning into the chaos by inviting fans to make the most of the moment. When your bracket busts, post it on social media, tag and follow @Reeses, then use #ForAReesesSweeps for a chance to win Reese's cups or tickets to the NCAA Men's or Women's Final Four and championship games.
"March Madness is the ultimate emotional rollercoaster –fans go all in on their brackets, and somehow, chaos always wins," said Melissa Blette, Senior Brand Manager, Reese's. "We're embracing the madness and turning busted brackets into something worth celebrating—because Every Bracket Busts for a Reese's."
To kick things off, Reese's hosted a closed-door Bracket Summit with legendary basketball trailblazers Andraya Carter, Richard Jefferson, and Breanna Stewart to build and share their men's and women's tournament brackets and invite fans to share theirs as they inevitably bust. Tyrese Haliburton also briefly joined virtually to talk brackets with the group.
"In March, brackets bust, mine will too. But that's what makes it fun," said Brenna Stewart. "I've been a Reese's superfan for as long as I can remember, so when your picks go sideways, posting it for a Reese's or a shot at the Final Four is a great way to celebrate the chaos."
- Who: Reese's with:
- Andraya Carter (ESPN Analyst, Former Tennessee Standout)
- Breanna Stewart (3X WNBA Champion, 2X WNBA MVP, Olympic Gold Medalist, Unrivaled Co-Founder, Champion, and Finals MVP)
- Richard Jefferson (NBA Champion, 17-Year NBA Veteran, ESPN Analyst)
- Tyrese Haliburton (2x NBA All Star, Olympic Gold Medalist)
- What: Bracket Summit + fan sweepstakes tied to "busted bracket" moments
- When: Launching March 19, 2026, with moments for fans to engage throughout the NCAA tournament
- Where: Digital/social channels plus on-site activations at Men's Final Four
- How: Fans post their busted bracket, tag and follow @Reeses then use #ForAReesesSweeps for a chance to win
Fans can also celebrate their busted brackets in person on Saturday, March 21st. Reese's will be providing the first 500 guests to show their busted bracket at HERSHEY'S CHOCOLATE WORLD,
Celebrating the Bracket Bust Moment
In a culture obsessed with earning rewards, Reese's reminds fans that sometimes you just need one, no reason required. An official NCAA corporate partner since 2009, the brand keeps showing up for the year's biggest moments, cementing Reese's as the ultimate treat for any occasion.
Reese's is also the exclusive candy partner of Barstool Sports and New Heights, activating content across the full March Madness tournament. The Brand will also be supported by paid media partnerships throughout the tournament and will have a major on-site presence during the NCAA Men's Final Four week, featuring engaging fan experiences and branded activations.
FAQs
What is 'Every Bracket Busts for a Reese's'?
A new sweepstakes from Reese's where fans can win Reese's cups or tickets to the NCAA Men's or Women's Final Four and championship games by sharing their busted brackets on social media.
How do I enter?
Post your busted bracket, tag and follow @Reeses, then use #ForAReesesSweeps on Instagram, X, or TikTok.
Who can participate?
Fans who meet the eligibility criteria outlined in the official rules at https://everybracketbustsforareeses.com/pages/official-rules
What can I win?
Free Reese's cups or a chance to attend the NCAA Men's or Women's Final Four and championship games.
When does the program run?
During the 2026 NCAA March Madness tournament; see official rules for start/end dates and details.
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry leading snacks company known for making more moments of goodness through its iconic brands, remarkable people, and enduring commitment to doing the right thing for its people, planet, and communities. Hershey has more than 20,000 employees in the
For over 130 years, Hershey has been committed to operating fairly, ethically, and sustainably. The company's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through equitable access to education.
To learn more, visit www.thehersheycompany.com.
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SOURCE The Hershey Company