In an era where celebrity endorsements dominate the Super Bowl advertising landscape, Reese's has opted for a distinctive path. Instead of featuring popular figures, the chocolate brand is focusing on creating memorable and entertaining ads that highlight its products directly. This year, fans will witness an innovative commercial involving an unexpected twist at an active volcano, featuring a 94-year-old woman among other characters. The strategy aims to make Reese's stand out by emphasizing the product itself rather than relying on famous faces.
Hershey’s, the parent company of Reese's, has decided to let the candy be the star of its latest Super Bowl advertisement. In a recent interview, Ryan Riess, vice president of brand strategy and creative development at The Hershey Company, explained their reasoning. “We believe there are moments when celebrities can enhance a campaign, but during the Super Bowl, our goal is to ensure Reese's takes center stage,” he remarked. The ad showcases individuals taking dramatic actions at a volcanic site, mistaking actual lava for the new chocolate-lava-filled Reese's. Despite the unusual setting, no movie stars, athletes, or politicians appear in the spot.
The decision to avoid celebrity endorsements is part of a broader trend where advertisers seek alternative methods to capture audience attention. As commercial costs soar—reaching upwards of $8 million for a 30-second slot—brands need innovative ways to ensure their messages resonate. According to Kim Whitler, an associate professor at the University of Virginia’s Darden School of Business, celebrity usage in Super Bowl ads has surged since 2020. However, this approach can sometimes lead to a homogenized viewing experience where famous faces blur together. In contrast, Reese's aims to differentiate itself with humor and creativity.
This isn't the first time Reese's has chosen to go solo. Last year, the brand featured ordinary people reacting dramatically to news about new products. In 2020, it spotlighted the Reese’s Take5 candy bar through unique storytelling. Erich & Kallman, an independent agency based in San Francisco and Austin, has been instrumental in crafting these memorable ads. With Reese's being one of Hershey’s top-selling brands, available widely across various stores, the company believes its commercials can entertain without needing to rely on celebrity power. The upcoming ad promises to keep viewers engaged throughout its duration, ensuring every moment counts.
Ultimately, Reese's hopes that its bold and unconventional approach will not only entertain but also leave a lasting impression on viewers. By focusing on the product and leveraging creativity, the brand aims to cut through the noise of the Super Bowl advertising frenzy. The company is betting on the combination of chocolate, peanut butter, and quirky characters to captivate audiences and reinforce its market presence.