The Hershey’s Company brand Reese’s is turning up the heat for the Big Game with its latest ad, sparking excitement among chocolate lovers everywhere.
Featuring the new Reese’s Chocolate Lava Big Cup, the brand’s signature humor takes center stage, urging fans to remember one crucial rule: "Don’t eat lava. Eat Reese’s Chocolate Lava Big Cup."
Since launching nationwide, Reese’s Chocolate Lava Big Cup has ignited a frenzy among fans who are eager to experience its rich, molten center.
To capture this enthusiasm, Reese’s is bringing back its Super Bowl presence with a hilarious 30-second spot by creative agency Erich & Kallman.
In a press release, The Hershey Company VP of Brand Strategy and Creative Development expressed his excitement over fans’ reactions to new flavor additions:
“The Big Game is the perfect stage to showcase our fan's energy — whether that be from the top of a volcano or on the couch during football Sunday.”
View this post on Instagram
But Reese’s isn’t stopping at just a commercial. The brand is extending the "Lava Time" celebration with interactive fan experiences leading up to Game Day:
- Voice-Activated Volcano Giveaway: Fans can shout “It’s Lava Time, Baby!” at the Reese’s Voice Activated Volcano at Riverwalk Outlets in New Orleans on February 4 to receive a free Reese’s Chocolate Lava Big Cup.
- New Heights Podcast Collab: Reese’s is teaming up with Travis and Jason Kelce’s popular podcast, celebrating the launch of a year-long partnership. Expect appearances on Jason’s ESPN show "They Call It Late Night" throughout the week.
- Barstool Sports Takeover: The brand is fueling the excitement with a sports partnership, featuring live broadcasts from New Orleans and social media activations showcasing fans’ love for chocolate lava.
Reese’s is making the most of its unique brand humor through creative marketing to engage with fans.
For those who’d rather not risk a volcanic adventure, Reese’s Chocolate Lava Big Cup is available in standard and king sizes at retailers nationwide.
Plus, a new snack-size option is hitting shelves this March, making it even easier to enjoy the molten chocolate experience.
Don’t Eat the Lava!
Reese’s kicks off its 30-second spot with a “news report” featuring a park ranger, who explains how, ever since the Reese’s ad aired, people have been showing up at the volcano, confused and eager to try the flowing lava.
The camera pans to a large crowd gathered in front of an active volcano, where park rangers are frantically trying to keep them away from the flowing lava as some attempt to take a bite.
Amid the chaos, the elderly woman from the teaser shouts, “It’s lava time, baby!” while trying to drive straight toward the lava, with a ranger being dragged behind as he tries to stop her.
View this post on Instagram
One ranger grabs a megaphone, urgently warning everyone not to eat the lava.
The narration then kicks in, reminding viewers to stick to Reese’s Chocolate Lava Big Cup instead.
Combining humor, bold marketing, and strategic partnerships has allowed Reese's to promote its new product and ensure that it becomes a fun, unforgettable part of this year’s Big Game festivities.
Meanwhile, the chocolate brand revealed a Super Bowl ad last year that featured its highly-anticipated Caramel Big Cup.
