In Steven Spielberg’s 1982 film E.T. the Extra-Terrestrial, Elliott uses Reese’s Pieces to attract E.T.
The candy appears when Elliott discovers the stranded alien hiding near his home. He leaves a trail of Reese’s Pieces outside, hoping to persuade E.T. to come closer. The colorful candy becomes one of the film’s most recognizable brand associations.
The product placement became famous partly because Mars, Incorporated reportedly declined the opportunity to feature M&M’s in the film. The Hershey Company then agreed to promote Reese’s Pieces, and the candy’s sales increased substantially after the movie’s release.
E.T. the Extra-Terrestrial was released in 1982 and became a major commercial and cultural success. The candy scene is sometimes confused with the film’s later association with Coca-Cola’s animated brand character, but Reese’s Pieces are the specific sweets used in Elliott’s trail.