Reese's, a renowned candy brand, is set to make waves during the Super Bowl with an unconventional approach. Instead of relying on celebrity endorsements, the company will present a 30-second commercial filled with chaotic absurdity. This innovative strategy aims to introduce their latest product, the Reese’s Chocolate Lava Big Cup, which features a molten chocolate layer beneath the classic peanut butter filling. By focusing solely on the product and its unique selling point, Reese's plans to capture attention in a way that stands out from the typical star-studded commercials.

A New Product Takes Center Stage

The Reese’s Chocolate Lava Big Cup, already available in stores nationwide, takes the spotlight in this year’s Super Bowl ad. The company chose this timing strategically, as it allows for immediate consumer access to the product following the high-profile advertisement. With only low awareness of the new item among households, the Super Bowl provides an ideal platform to introduce and promote the treat to a vast audience.

The decision to focus on the product rather than a celebrity stems from the belief that Reese’s itself has become a household name. Ryan Riess, VP of Brand Strategy and Creative Development for The Hershey Company, emphasizes that while celebrities can be effective, sometimes the brand's inherent popularity should take precedence. He explains, "We often think of Reese’s as a celebrity, and we don’t want to share the spotlight. For a brand with such widespread love, it’s crucial to highlight the product and the brand itself."

Engaging Consumers Beyond the Screen

To maximize the impact of the Super Bowl ad, Reese's has extended its campaign beyond the television screen. Interactive experiences and collaborations with popular media personalities aim to create buzz around the new product. One notable activation involves a volcano-themed event in New Orleans, where participants can shout a catchphrase to receive a free sample of the Chocolate Lava Big Cup.

Additionally, Reese's has partnered with Barstool Sports and the Kelce brothers, leveraging their influence through various platforms. These integrations not only enhance brand visibility but also ensure that the product remains central to the humor and engagement. Riess highlights the importance of creating memorable content that resonates with consumers, especially given the competitive nature of Super Bowl advertising. The goal is to ensure that viewers remember both the brand and the product long after the game concludes.