The Bold Move by Reese’s in a Celebrity-Heavy Super Bowl

In a Super Bowl filled with celebrity appearances, candy powerhouse Reese’s is taking a different approach: opting for 30 seconds of pure, frenetic absurdity instead of famous faces.

Spotlight on the New Reese’s Chocolate Lava Big Cup

The company has secured 30 seconds of airtime on Fox during the Big Game to showcase its newly launched Reese’s Chocolate Lava Big Cup, which features a delicious layer of molten chocolate beneath the classic peanut butter.

A Unique Advertising Strategy

Instead of relying on celebrity cameos or pop culture references, the ad embraces the “lava” theme, presenting a fast-paced scene where individuals attempt to eat lava erupting from a volcano, all while a park ranger frantically tries to intervene.

Standing Out Without Celebrities

“I believe that not featuring a celebrity helps us stand out,” says Ryan Riess, VP of brand strategy and creative development for The Hershey Company. “We often use celebrities, and while that’s effective, in this context, brands can differentiate themselves by not following the trend.”

Reese’s as a Celebrity Brand

“We often refrain from using a celebrity because we view Reese’s as a celebrity in its own right, and we want to keep the focus on the brand,” Riess explains. “While there are times when a celebrity is necessary, for a beloved brand like Reese’s, it’s crucial to let the product take center stage.”

Timing is Everything for Product Launches

Reese’s finds itself in a unique position compared to many Super Bowl advertisers. While a film studio might unveil a trailer or a car brand could tease a new model, Reese’s is using its airtime to introduce a product that is already available in supermarkets and convenience stores nationwide.

Maximizing Awareness with Strategic Timing

“The timing aligns perfectly, as we typically launch products in Q4 and establish distribution so that by the time the Super Bowl rolls around in February, we still have low awareness and household penetration for a new item that is readily available,” Riess shares. “The Super Bowl provides us with an opportunity to say, ‘Hey Reese’s fans and chocolate-peanut butter lovers—70% of the country!—we have something new for you to try, and you can grab it tomorrow!’”

Expanding the Campaign Beyond the Super Bowl

True to modern marketing practices, Reese’s is extending its campaign beyond the Big Game. This includes an activation in New Orleans, where people can shout “It’s Lava Time, Baby!” at a volcano to receive a free Chocolate Lava Big Cup, along with brand integrations featuring Barstool Sports and the Kelce brothers through their New Heights podcast and ESPN’s They Call It Late Night with Jason Kelce.

Connecting with Fans in a Competitive Landscape

“Given the matchup of the Eagles versus the Chiefs, this becomes particularly relevant for the Kelce brothers,” Riess points out. “We aimed to create something that resonates with our consumers, breaks through the competitive noise, and ensures that the brand and product remain memorable, with humor centered around them.”

Persons

Ryan Riess, Jason Kelce, Travis Kelce

Company Names

The Hershey Company, Barstool Sports

Titles

New Heights, They Call It Late Night

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