2020-12-04T18:00:49Z Comment by jibblies2. NEW! Young dominoes champ Charlie Armstrong demonstrates how he eats a Reeses by setting up a large number of candy bars and collapsing them in a linejust as any dominoes champ likely would. PEANUT BUTTER CHOCOLATE: Enjoy the delicious creamy balance of real Reeses peanut butter and Hersheys cocoa with milk for breakfast or by itself for a school snack. In 1956, his six sons took over the business and eventually sold it to The Hershey Company in 1963.
Meet Andrew Athias: The Reese's Guy, Super Fan & Social Media Sensation [11] YouTube iDubbbzTV: Reese's Puffs Dance, [12] YouTube You Reposted in the Wrong Puffs, [13] YouTube Reese's Puffs x Mass Destruction Mashup, [17] TikTok Misery x CPR x Reeses Puffs. As of February 17th, 2022, over 239,700 videos using the mashup were posted on the platform. 3. Some other nutritional facts you might be concerned about include that in one serving (3/4 cup dry, without adding milk), Reeses Puffs also has 120 calories, 3 grams of fat, gram of saturated fat, 22 grams of carbs, and 160 milligrams of sodium. While the ads lacked star power and didn't exactly win the breakfast cerealsongwriters at General Mills any Grammy awards, but they did what they were supposed to do. The final commercial aired during the 2004-2005 season. However, Reeses Puffs unsurprisingly is not within this range. Want another great newsletter in your inbox? Using visuals, the advertisement emphasizes how well the combination of chocolate and peanut butter go together by utilizing the background. Lil Yachty, who even at 23 might still be considered "King of the Teens," debuted the updated Reese's Puffs rap for a new generation of cereal consumers during a virtual live concert that took place on Thursday, November 19th, according to a statement sent to Mashed.The pairing was a perfect match, as the rapper is a big fan of Reese's Puffs cereal, says Mindy Murray, senior marketing . That Reese's Puffs commercial will always live rent free in my head. KAWS followed up Travis Scott and Lil Yachty as the next artist to collaborate with Reese's Puffs Cereal. The producers used many strategies to keep their product in the mind of the public, and they did so by creating a one-of-a-kind memorable commercial. 987. Thank you! Percent Daily Values are based on a 2000-calorie diet. [Verse] What's that pair that packs that punch? On July 8th, 2009, YouTube[2] user HANKU7009 uploaded uploaded a shorter commercial with just the Reese's Puff rap that gained over 446,000 views (shown below, right). The amount of original essays that we did for our clients, The amount of original essays that we did for our clients. You could also add them to fun recipes like Rice Krispies treats. Reese worked on a dairy farm owned by Milton Hershey, the Hershey chocolate king, and in 1928 Harry began toying with the idea of mixing peanut butter and chocolate in cups.
Amazon.com: Reese's Puffs On Oct. 25, during a quarterly earnings call, Hershey announced to investors that the company will debut a new product in March 2019: Reeses Thins. You can order a custom paper by our expert writers. Dans son nouveau Ad Age and Creativity Staff That would be a dream come true. P.S. It is hard to keep up with everything Reese offers as they are always trying new recipes and ideas to remain innovative in the snack, cereal, and candy market. A lot of people who are now college-age still remember the lyrics (via Reddit): "Reese's Puffs Reese's Puffs / Peanut butter chocolate flavor." Thank you! Reesespuffs.com Starting your morning off with this bowl of sugary puffs may be worse than getting up on the wrong side of the bed. Creating a rap song custom for their product was Reeses puffs form of advertising, producing multiple other similar advertisements. To be perfectly honest, I have no idea how I even come up with some of my content ideas. Check out my music in this cool Reese's Puffs commercial. Services Small Business Social Media Tools and Apps Blogging, Advertising Analytics Best Practices Business Business Blogging Business Strategy Content Strategy Facebook Advertising Facebook Business Page Google Instagram LinkedIn Marketing Pinterest SEO Social Media Engagement Social Media Profiles Social Media Strategy Twitter Website YouTube, Phone: (901) 496-3902 Email: Info@EliRose.com 875 W. Poplar Ave, Ste 23 #165 Collierville, TN 38017. Promise. Any deadline. Yachty starts by spelling out the name of the cereal, as in one of the old versions of the ad. [1] [2] At its launch in May 1994 [3] the cereal consisted of corn puffs flavored with chocolate and peanut butter. The folks at website Chemistry is Life laid out the chemical composition of the candy with a brief cooking video. This would work well for peanut butter or chocolate chip cookies, brownies, cupcakes, muffins, and cakes.
On November 9th, 2009, YouTube[1] user kevinandcarldotcom uploaded the commercial to YouTube, where it gained over 809,000 views in twelve years (shown below, left). The Chocolate Cream bar created by Joseph Fry in 1866 is the oldest candy bar in the world. All That meant General Mills was faced with the proverbial double-edged sworda product kids couldnt get enough of once they tried it, and commercials that pretty much guaranteed they would never come anywhere near the stuff. Who doesnt want a Reeses cup anytime? So we launched with a new tagline and mantra: "Not Sorry.". In terms of which social media platform has been stronger, I would say TikTok and Instagram have been the best social media accounts as those apps are where most of my content currently exists and where I see the most interaction with other Reeses fans. Search Reeses Puffs Rap on TikTok and youll find 19,000 videos. So what can you do about this? That is only in a cup of cereal! Mix in Reese Pieces. Report. This website uses cookies to provide you with a great user experience. An American invention, breakfast cereal began as a digestive aid, acquired religious overtones, became a sugary snack and now toggles between health food and sweet indulgence. Although Fry was the first to start pressing chocolate into bar molds in 1847, the Chocolate Cream was the first mass-produced and widely available candy bar. Too much free time on my hands and too much love for Reeses. But the thing I love best is the reaction my kids get whenever they tell their friends their dad wrote the Reeses Puffs cereal rap. Voiceovers for numerous film trailers. 95 ($1.27/Ounce) Save $10 with $50 grocery order with same-day services. Drawing in the attention of their target audience with an upbeat custom rap song, colorful visuals, and persuasive appeals this ad includes a teen boy, trendy attire, and setting/ background to sell their name and product. In September 2021, singer/songwriter Tinashe teamed up with Reeses Puffs and the Save the Music Foundation. WATCH LIVE https://twitch.tv/d0ylefollow me on Twitter http://twitter.com/thed0yle follow me on Instagram https://instagram.com/oliverhdoyleWhat happen. Also, for any dessert or drink you top with whipped cream, such as hot chocolate, ice cream, cake, pie, brownies, floats, milkshakes, or smoothies, you can drop some Reeses Puffs dust or piece in the whipped cream. I attribute its longevity to the power of the idea my partner Carl Koestnerand I conceived, the vision of our director, two-time DGA Award winner Rob Lieberman, the lyrics I wrote, the music of legendary producer Marcus Bell, the extraordinary vocal performance of hip hop artist extraordinaire, Hasib K. McNealy,and the leadership of Chief Creative Officer Lewis Williamsall under the guidance of commercial music icon, Bernie Drayton. In a 1998 interview with AdAge, Hersheys then-VP and general manager of chocolate marketing Mike Holmes discussed Ogilvy Mathers wildly successful campaigns and how the two companies formed a near-symbiotic advertising relationship: They launched Reeses peanut butter cups with the famous Collision campaign using the lines Youve got chocolate in my peanut butter/Youve got peanut butter in my chocolate. Then, about 10 years ago, they switched to an evolutionary successor campaign: Theres no wrong way to eat a Reeses. These efforts have driven Reeses to the No. You can also decorate the frosting of cakes, cupcakes, and brownies in the same way! Pin Tweet. The producers used a young teen boy to convince their audience that the cereal was a product they wanted to start their day off with. The KAWS Reese's Puffs Cereal features a brown KAWS Companion character floating inside a Reese's Cup full of Reese's Puffs. Prepare a 13 x 9 casserole dish by lining it with parchment or greasing it. This type of pop culture item goes beyond just having a celeb on a cereal box; they sold out immediately. Todays version of the candy is a bit more complex, but not by much.
Will Arnett - Other Works - IMDb What is the most unhealthy cereal in the world?
Reese's Puffs TV Commercials - iSpot.tv Reese's Puffs - Wikipedia Rap along, if you know the words: "Reese's Puffs Reese's Puffs / In the a.m. it's the flavor I savor" (via Food Stuff Today). One serving of Reeses Puffs has 10 grams of sugar. It originally came out in 1994 under Reese's Peanut Butter Puffs. Meet Andrew Athias, "The Reese's Guy." It's his jawn: "Everyone has a favorite something, I just happen to be outwardly expressive about it, as a Philadelphian would. This would work great for ice cream sundaes as a topping or a mix-in. Reeses has undoubtedly tried various slogans they used throughout the year. Its Doggone Good! Despite the sugar content, its still a top choice given that its individually wrapped and does have some protein (two grams) and fiber (one gram), says Gorin. Voiceovers for GMC Truck commercials. "Misery x CPR" is a 2021 viral remix and mashup of Maroon 5's song "Misery" and CupcakKe's song "CPR" produced by natcakke. If you are not ready to bake with Reeses Puffs yet, you can ease your way in by sprinkling them on top. Most if not all the of the merch I have can also be found online or at Hershey Park.
Reese's Stuffs Its Puffs Cereal Into a Big Reese's Cup Published: 23 July 2022. And yes, the 5th commercial (aired during the 2003-2004 season) featured Vanessa Hudgens. Is it weird to say we love the internet? ALMOND JOY MADE A BIG BIG MISTAKE WHICH HAS MADE THIS CANDY BAR NOTHING SHORT OF BEING THE RAREST CANDY BAR IN THE WORLD! of an individual to exaggerate how they eat the eponymous candy.
Reese's Puffs (@reesespuffs) / Twitter So I sent a list of questions to Andrew, and he gladly obliged. I had no idea at the time that I had created a campaign that would achieve record volume, net sales, and profit and improve its advertising effectiveness by 63% and its ROI by 84% over the previous campaign. The "Oprah's Bank Account" rapper revealed his latest collaboration to his . The textbook points out how Reeses uses the occupation, background, walk of life, etc. On January 24th, 2015, YouTuber[8] Demi made the earliest preserved YouTube[8] upload of a Reese's Puffs mashup, a Thomas the Tank Engine mashup that gained over 48,200 views in seven years (shown below, right). Or vastly more important to my career, that the music video based on it would become a pop culture phenomenon and an anthem for an entire generation of teenagersbut thats exactly what happened and it continues to this day nearly 13 years later. In the commercial the kid in the school vest sport thing is a rapper I forget who it is .
The Reese's Guy (@the_reeses_guy) | TikTok The Christmas trees and Easter eggs are more chocolatey. The new cups will be 40 percent thinner than regular cups and come in both milk and dark chocolate. I posted 2 Reese's Puff YTPMV's in the video section, both dating back to 2013! When Did The Reese's Puff Commercial Come Out? And the best part was, it featured an original hip hop track that has now become the stuff of legend with hip hop A-listers Travis Scott and Lil Yachty even getting in on the act. Dont get me wrong I would absolutely LOVE to be an official Reeses brand ambassador and/or be sponsored, but that is not up to me. To get a high-quality original essay, click here. A popular chocolate cup filled with delicious peanut butter, Reese's Peanut Butter Cups were created by a man named Harry Burnett (H.B . It still is. Order original paper now and save your time! Shortly after reimagining the Saved by the Bell theme, Lil Yachty has brought back some nostalgia associated with Reese's Puffs ads from the '00s. Please leave a review or any memories of this snack in the comments at the bottom of this page. Reeses Pieces are a peanut butter candy manufactured by The Hershey Company; they are oblate spheroid in shape and covered in candy shells that are colored yellow, orange, or brown. 19 hours 58 min ago, By Sometimes random ideas pop in my head and I just run with it, and other times I sit and try to take a popular song or meme and try to mold it into something about Reeses. Asked by: Bailee Metz. [1] YouTube Reese's Puffs 'Perfect Breakfast', [3] YouTube Reese's Puffs Rap Video ft Tajh Bellow, [5] Internet Archive Caressesmellpuffsen, [6] Reddit Careesesmellpuffsen by Cryptrik, [7] YouTube Careesesmellpuffsen Peanut Butter Dance. "), a direct appeal to the parents ("Please stop at the store I need more Puffs"), and maybe even a sly wink at the COVID-19 situation ("Oh my they sold out, wow that sucks"). . Get sample for $1.
Reese's Puffs X Dio Giorno Sountrack - SoundCloud Reese's Puffs, Reese's Puffs! KAWS is a globally successful artist, and Reeses Puffs believes in recognizing and celebrating creativity. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age.
The Fascinating Rise Of Reese's Peanut Butter Cups - Business Insider I imagine this varies from person-to-person, but I tend to agree with the assessment The Comebacks Jay Rigdon had about the different candies in his detailed ranking of them. | Policies & Terms Design by Booyah Creative. A cereal combining chocolate and peanut butter will not appeal to many adults due to the sugar content in the cereal, with this knowledge the company decided to use a rap to entice young teens and children. Reese, all of Reeses candy was hand made with real cocoa butter, cream, fresh roasted peanuts and freshly grated coconut. 19.7 Ounce (Pack of 1) 3.6 3.6 out of 5 stars (81) $24.95 $ 24. The company was acquired by Hersheys in 1963culminating in the Reeses we know todaybut theres always been something special about the candy and part of it has a little something to do with its clever marketing. Other Works. 30 years later, were still not sure how he managed to bite through the middle of it. Which Teeth Are Normally Considered Anodontia? It is the cereal representation of Reeses cup in a bowl with corn-based chocolate and peanut butter puffs. The rest is history, covered quite smoothly by the likes of Mental Floss, Atlas Obscura, Today I Found Out and Hersheys own archival accounts. The album sparked a mashup trend, with producers on Soundcloud and YouTube creating mashups based on the verse. These Reese's Puffs commercials (1999-2005) The 4th commercial (aired during the 2002-2003 season) ends at the 0:30 mark. Search Reeses Puffs Remix on TikTok and you will see 3218 audio remixes have been uploaded. Stir after every 30 seconds. Your email address will not be published. Sign up.
Reese's Puffs - Reese's Puff Rap Lyrics | Genius Lyrics Delivery is available to commercial addresses in select metropolitan areas. Ive always tweeted and posted on Instagram about my love for Reeses, but the summer of 2018 was when I made my first Reeses-inspired music video. Per Andrew Smiths Encyclopedia of Junk Food and Fast Food, Hersheys spent $1 million promoting the film in exchange for Reeses Pieces being featured as the lovable aliens favorite treat. , DIY Muesli. Along the way, hes earned accolades from Cannes to The Webbys. Get top deals, latest trends, and more. Reeses peanut butter cups arent just delicious, theyre a beloved part of our collective culinary lives. The final commercial aired during the 2004-2005 season. The good news is that there are so many to choose from. All rights reserved. This site uses cookies to provide you with a great user experience. P-B and C is what I'm thinking of. , Endangered Species Dark Chocolate Bites. On December 20th, 2020, YouTube[13] user pirklaser posted a mashup with "Mass Destruction" from Persona 3 which gained over 141,000 views in one year (shown below, right).
Why do they say not sorry Reese's? | Dependable Also read: Lewis Williams shares a campaign that demonstrated the power of one brave voice. But please: No backlink requests. If you continue to use this site we will assume that you are happy with it. They hired New York based Ogilvy Mather to oversee things and the Reeses campaigns are among the most memorable. Why Hersheys decided to shape this candy into pumpkins, easter eggs, trees and hearts is not any easy answer to find, but it probably has a great deal to do with improving sales of the candy at holiday time. ET. Please leave a review or any memories of this snack in the comments below. This can include Miniature Reeses Cups, Big Reeses Cups, White Reeses Cups, Big Cups, Sugar-Free Cups, Dark Chocolate Reeses Cups, Hersheys Bars with Reeses Pieces, Miniature Cups Stuffed With Pieces, Big Cups Stuffed With Pieces, Peanut Butter Cups Stuffed With Pieces.
Lil Yachty's Surprise Update To This Reese's Puff Classic - Mashed.com Today in Tedium: Echoing the immortal words of my friend Weird Paul Petroskey, one of my favorite foods is peanut butter. Ill see ya on Twitter! The breakfast cereals box design features a peanut butter cup wrapper as a bowl holding the dark and light brown circular cereal. And, by the way, be sure to give Hacker Newsletter a close look. After parting ways with Ogilvy & Mather in 2005, Reeses ads have tried a variety of different things including leveraging social media, their slick, operatic still perfect ads and that weird Cupspiracy thing they did to promote and hype their Crunchy Cookie Peanut Butter Cup.
Reese's Puffs | Peanut Butter Cereal | General Mills Cereal Also see how Reese's Puffs pop culture momentum continues with itscereal box synthesizers. Create a SoundCloud account.
Blue Diamond Almond Breeze TV Spot, 'Welcome To Breezeville' Contains PEANUT INGREDIENTS. Some of it came from the Reeses contest I won, some of it was generously gifted to me from the Reeses team,but most of it was purchased at the Hersheys Chocolate World Store in Time Square, which funny enough, was directly right across the street from me when I worked in IT for Morgan Stanley. Likely still a teen when the commercials stopped airing, maybe "Young Boat" (as he sometimes calls himself) was inspired by all those Reese's Puffs television ads just like so many other kids his age. The campaign ran for nearly 15 years and spawned countless classic ads focusing on the unique and individualistic nature of its consumers. If You Wanted To Look Cool in the 1980s, This Guy Knew What Was Up. To sing the rap song through the commercial, they hired a young teen wearing an orange and yellow varsity jacket paired with casual attire. Theres a guy in Nashville who designed the outside of his car to look like a Reeses. Be sure to check out the front page of the website, tooit's full of cool stuff that you probably havent read yet. I took the song Without Me by Eminem, and turned it into a Reeses-inspired music video called No One Loves Reeses More Than Me.
Le message de l'crivain Roberto Saviano la jeunesse du monde entier My personal favorite is the girl who is LITERALLY named Reese E. Cupp. Interestingly, when I asked Andrew if he pulls off super amazing videos like All I Want for Christmas is Reeses on his own and if he was sponsored, he responded by saying, Yup all on my own. Have you ever put a Godiva ad next to a Reeses ad and tried to figure out which one was more fun and inviting? As simply stated by the name, it is Reese's Puffs commercial music mashed together with some funk Dio music, I mean not more should be said, you shouldn't be reading, you should be listening to this music :) Mix Anime mixup meme Dio jojos bizarre adventure cereal. Peanut butter chocolate flavor Reese's Puffs, Reese's Puffs! - 1 day 3 hours ago, By The truth comes out.
Reese Puffs Cereal Vimeo - Search Theres a saying that goes Be the change you want to see in the world. I just like to be the content I want to see in the world. On the other hand, people love making other things using the peanut butter cups as a main ingredient, but thats a story for another time. Because at Tedium, we love the internetas a source of never-ending research, a vessel for new ideas, and a great historical deep dive. The campaign ran for quite some timethe earliest commercial weve found is from 1972 featuring a man falling down a front stoop. Meet Andrew Athias: The Reese's Guy, Super Fan & Social Media Sensation.
Reese's Puffs Rap | Know Your Meme And yes, the 5th commercial (aired during the 2003-2004 season) featured Vanessa Hudgens.
Reese's Puffs Cereal | MrBreakfast.com 2. We stan . In 1999, this name was shortened to Reeses Puffs. Contact the Creativity Editors. The orange provides consumers with the idea that the product is fresh, healthy, good to eat, as a viewer this makes the product more appealing. Reese's family with the caption, "16 Good Reasons to Buy a Reese's." Later, Reese would advertise his candy's connection to Hershey's (who supplied the chocolate coating before acquisition of the company in the 1960s) with the phrase, "made in Chocolate .
Reese's Puffs Snack Bars - 13.6oz/16ct : Target The ads typically feature two teenagers walking on opposite sides of a street.
What Happened To The Reese's Puffs Kid? - YouTube On July 7th, 2013, and September 18th, 2013, two earliest found mashups which used the song were posted by YouTube[18][19] user Trogdorbad and websiteuser (shown below, left and right), although earlier examples of use could exist.
Why are Reese's Puffs marketed toward people of color? We offer social media, online marketing, Facebook ads, SEO, blogging, and strategy development services. 'r' One month after the release of his Lil Boat 3.5 album, Yachty announced that he now has his own Reese's Puffs cereal box. Enjoy with milk for breakfast or by itself for a school snack. Who was the kid that did the Reese's Puffs commercial? John Harvey Kellogg, a surgeon who ran a health spa in Michigan, later made a version and named it granola. 'i' The result was The Perfect Breakfast, a commercial that broke new ground by empathizing with kids, introducing them to a world where they called the shots, and, the cherry on toppoked as much fun as possible at adults. If you are in love with Reeses Puffs but want something even sweeter, you might want to branch out into all of the candy Reeses offers. Doing what I do, I know the immense value in user-generated content and brand ambassadors from a business side of things. Download the 2023 Super Bowl TV Ad Report from iSpot Today. Save my name, email, and website in this browser for the next time I comment. SNAP EBT eligible. There really is no wrong way to eat a Reeses. Its Reeses Puffs Cereal!, 2009: (This was a rap) Reeses Puffs, Reeses PuffsEat Em Up Eat Em Up!, 2010: (This was a rap) Reeses Puffs, Reeses PuffsPut Your Spoons Up! On January 16th, 2022, TikToker[14] misc_mashup uploaded a version of Misery x CPR mashup, which went viral in the previous month, in which they added the Reese's Puffs rap. On December 13th, 2014, a collective of mashup artists including Ph03n1x, Cryptik, Boku No Pickle-O, Publick Enema Number 1, Mike Spamm, OjmacojThe2nd and Rotorballs Cockwelder released compilation album titled "Reese's Puff Core" which included 12 mashup tracks[4] based on the rap verse from the commercial (shown below).[4].
Reese's Puffs commercials (1999-2005) : r/2000sNostalgia Reese's biggest fan, Andrew "The Reese's Guy" Athias, shared about his Reese's super fan social media status, the Reese's videos he creates, and life as an ambassador for his true food love. It originally came out in 1994 under Reeses Peanut Butter Puffs. In the end, the ads spotlight the uniqueness of Reeses Peanut Butter Cup consumers, providing a friendlier, more natural, almost human connection to the candy maker. I know it is hard to believe with everything already listed, but there are plenty more Reeses products to choose from. A fanboy of Reese's since his early trick-or-treating days in Northern Liberties, Athias thought nobody could love the candy more than he. These chocolates are low on the sugar scale, and two squares contain 3 grams (g) of fiber, too. . The Take 5 is a candy bar released by The Hershey Company in December 2004. If I do gain a huge following then maybe I can work my way into a Reeses / Reeses Puffs Commercial, or simply working full time for Reeses. Reese was soon able to quit his job at the Hershey factory to concentrate on his own business. Also, whenever I went to the movies as a kid, my go-to snack was Reeses Pieces and Raisinets, a delicious combination. In June 2019, when the candy bar became part of the Reeses family, the name officially was changed to Reeses Take 5. In 1999, this name was shortened to Reese's Puffs. I think this was to be expected with a cereal based on a chocolate and peanut butter candy bar. 1 confectionery brand. Reeses puffs eudueksdjeuzkdjrxjdjdus. Its exactly what you think. They were so successful that Reese was able to sell five-pound boxes of the cups to local retailers for their candy displays. Due to a planned power outage on Friday, 1/14, between 8am-1pm PST, some services may be impacted. In 2009, advertisement agency Burrell Communications developed "The Perfect Breakfast" TV commercial campaign for the cereal brand Reese's Puffs. However, if you are looking for a healthy way to start your day, you may want to stay away from Reeses Puffs. Name changed to 'Reese's Puffs' circa 1999 . We believe the name was transitioned to simply Reese's Puff around 1999. Reese's Puffs earworm rap jingle, which . For example, on October 2nd, 2016, YouTube[12] user Swifty Edits posted a You Reposted in the Wrong Neighborhood mashup that garnered over 400,000 views in five years (shown below, left). Quaker Real Medleys Cherry Almond Pecan Multigrain Cereal. Autumn Able. You can do this with full Reeses Puffs, Reeses Puff pieces, or crushed Reeses Puffs. This is a corn-based cereal that belongs to the chocolate cereal family. I Eat the Peanut Butter First. Prior to being acquired by Hersheys, Reeses company maintained a close relationship with the chocolate giant, which played an important role in their early advertising. Peanut butter . Needless to say, 13 years later I am very proud of this work. Twitter is a community full of limitless possibilities.
William Lupo - Reese's Puffs Rap (2014) Lyrics | Genius Lyrics Reese's Puffs Breakfast Cereal Bag - 35oz - General Mills. Depending on how many servings of breakfast cereal you eat in the morning (or whenever the mood for cereal hits you), 6 grams could still be on the high side.