We Fixed It. You're Welcome.

For generations, a bite of a Reese’s Peanut Butter Cup meant one thing: Milk chocolate. Real peanut butter. That unmistakable taste. Now, many loyal fans say something is different. In this episode, we sit down with Brad Reese, grandson of H. B. Reese and self-appointed “Protector of Reese’s Brand Integrity,” to unpack a controversy that has caught the world’s attention. Brad and others are upset about the current quality of Reese’s products under Hershey’s control, pointing to a shift in taste and either proven or alleged ingredient swaps.  Emotions are high - people love Reese’s. They want real answers. This isn’t just about candy. It’s about trust, heritage, and a beloved company at a cultural tension point with its best customers. What Sparked the Controversy? Brad published an open letter to Hershey’s on LinkedIn calling out what he and many consumers observed: Certain varieties no longer list milk chocolate Some now use “chocolate candy,” “chocolatey coating,” or compound coating Peanut butter replaced in some products with “peanut butter creme” Ingredient changes implemented quietly, without announcement While The Hershey Company has publicly stated that core ingredients have not changed, consumers began comparing labels and conducting side-by-side taste tests online. The consumer pushback and Hershey’s response quickly went viral, drawing attention from major media outlets and even commentary from MrBeast while promoting his own line of Feastibles. A Powerful Quote from Brad “They’re stooping for pennies and passing up dollars.” Subscribe for more deep dives where we fix big business problems with fresh perspectives. Brad Reese https://www.linkedin.com/in/bradreesecom/ • Website – www.wefixeditpod.com • Follow us on: Instagram – https://www.instagram.com/wefixeditpod LinkedIn – https://www.linkedin.com/company/wefixeditpod YouTube – https://www.youtube.com/@WeFixedItPod If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends! Keep listening to find out how we fix companies and put them back better than we found them. Disclaimer A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners. See Privacy Policy at ⁠https://art19.com/privacy⁠ and California Privacy Notice at ⁠https://art19.com/privacy#do-not-sell-my-info⁠. Learn more about your ad choices. Visit megaphone.fm/adchoices

This year, companies spent $8–10 million for a single 30-second Super Bowl commercial, before production, celebrity fees, and amplification even begin. It’s one of the biggest marketing bets any company can make, and one of the few remaining moments of true mass, real-time cultural attention. In this episode, the panel tackles the real question behind the hype: Do Super Bowl commercials actually work, or are brands gambling millions on a flashy coin flip? To answer this question, we're joined by featured guests and ad agency experts Anaka Kobzev (main episode and included post-show) and Amelea Renshaw (post-show) who have both been instrumental in shaping Super Bowl campaigns, among other things: - Anaka has led global communications for legendary agencies like McCann and TBWA and is Founder and Principal of Through Line Advisory, helping brands to elevate their visibility through strategic communications and content. - Amelea is Head of Strategy at Lucky Generals NY, spearheading brand positioning, award-winning creative campaigns, and comms thinking for brands such as Universal (with a 2026 ad spot), Ally, Google, Peloton, Pinterest, and Girls Who Code. Recorded in two parts, the episode opens with a pre-game breakdown, where the panel evaluates the economics, risks, and strategic rationale behind Super Bowl advertising. After the game, the conversation continues with a bonus after-show, analyzing what actually aired, which ads cut through, which ones missed, and what patterns emerged across categories like AI, finance, health, food and beverage. With perspectives from brand strategy, communications leadership, and deep agency experience, the group goes beyond “Was it funny?” and instead evaluates ROI, readiness, cultural fit, and long-term brand impact. Key Topics & Takeaways Why Super Bowl ads now cost 2–3× more than a decade ago The difference between awareness, engagement, and actual business impact When Super Bowl ads amplify strength vs expose weakness Why creative misalignment can erase millions in value The danger of confusing celebrity recognition with brand recall How layoffs, market timing, and internal morale affect ad perception Why some brands win with one ad and others disappear entirely The rise of AI, health, and fintech themes in this year’s game How pre-game leaks and post-game amplification now matter as much as game night Strategic Frameworks Discussed Readiness Test: If your operations can’t handle the spike, don’t buy the spot Lifecycle Fit: Super Bowl ads work best at inflection points, not desperation moments Creative Discipline: Entertainment alone is not strategy Before / During / After: The ad is the spark, not the fire Internal Alignment: Employees must understand the “why,” not just see the spend Cultural Context: Tone matters as much as message Who This Episode Is For CMOs and brand leaders Marketing and communications executives Agency strategists and creatives Founders considering big-budget awareness plays Anyone curious why some Super Bowl ads become legendary and others become memes The Big Question This Episode Answers Is a Super Bowl commercial a smart investment or a very expensive ego play? Final Take Super Bowl commercials can work, but only when the entire business is ready to support the moment. Without operational strength, creative clarity, and strategic intent, the biggest stage in advertising doesn’t save brands, it exposes them. The real win isn’t airtime. It’s alignment, execution, and what happens after the confetti settles. Main Panel Aaron Wolpoff Melissa Eaton Chino Nnadi Anaka Kobzev (Special Guest) Anaka's LinkedIn: https://www.linkedin.com/in/anakakobzev/ Bonus After-Show Panel (Post-game analysis only) Aaron Wolpoff Melissa Eaton Anaka Kobzev (Special Guest) Amelea Renshaw (Special Guest) Amelea's LinkedIn: https://www.linkedin.com/in/amelearenshaw/ Subscribe for more deep dives where we fix big business problems with fresh perspectives. • Website – www.wefixeditpod.com • Follow us on: Instagram – https://www.instagram.com/wefixeditpod LinkedIn – https://www.linkedin.com/company/wefixeditpod YouTube – https://www.youtube.com/@WeFixedItPod If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends! Keep listening to find out how we fix companies and put them back better than we found them. Disclaimer A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking, have an engaging conversation, and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info. Learn more about your ad choices. Visit megaphone.fm/adchoices