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Hello, communicators:

The Hershey Company recently embraced the pervading pessimism of 2020 with a new candy: Reese’s Big Cups with pretzels. The brand’s campaign is decidedly (and humorously) salty.

USA Today reported:

“Let’s face it, we’re all feeling a little bit salty this year,” said Ian Norton, Reese’s senior director of the brand. “In true Reese’s fashion, we channeled our feelings into sweet and salty deliciousness with new Reese’s Big Cups with Pretzels.”

Here’s an example of Reese’s campaign messages:

You’d be salty too if you were stuffed with pretzels.

— SALTY REESE'S (@reeses) September 22, 2020

Oh it’s great being candy in a pandemic. All the pant-less people clamoring to put their unwashed hands all over you.

— SALTY REESE'S (@reeses) September 18, 2020

Whelp, it’s Monday. Perfect.

— SALTY REESE'S (@reeses) September 21, 2020

Is it just me or does anyone else feel like they’ve been living out a recurring nightmare …

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