Fans of Reese’s are getting ready to erupt with excitement over the brand’s new commercial for its Chocolate Lava Big Cup, which will air during Super Bowl 59 on February 9, 2025. This year, Reese’s has crafted a humorous public service announcement to clarify one burning question—no, you shouldn’t eat actual lava. Instead, the advertisement encourages audiences to indulge in the gooey goodness of their Chocolate Lava Big Cup, captivating taste buds with its rich melted filling.
Since its release, the Chocolate Lava Big Cup has sparked significant enthusiasm, with some fans jokingly mistaking volcanic lava for the product itself, even gathering at real volcanoes to cry out for “just a little taste.” The commercial, created by the agency Erich & Kallman, features over-the-top moments, including park rangers struggling to manage the chaos of eager Reese’s enthusiasts. A voiceover comically reminds the crowd: “Don’t eat lava. Eat chocolate lava.” This clever juxtaposition serves not just to showcase the product but also injects the brand’s signature fun and humor.
Ryan Riess, the vice president of brand strategy and creative development at The Hershey Company, expressed the excitement surrounding the campaign, stating, "There's nothingbetter than seeing our fans go wild over new flavor additions to the classic Reese's chocolate and peanut butter combo." Riess continued, highlighting the significance of the Super Bowl as the ultimate stage to display fan energy, whether they’re atop a volcano or settled comfortably on their couches.
Beyond the airwaves, Reese’s is ramping up fan engagement with interactive marketing initiatives leading up to and during the Super Bowl week. Starting February 4, eager chocolate lovers can visit the Riverwalk Outlets in New Orleans, where they’ll find Reese’s voice-activated ‘volcano.’ By yelling out, “It’s lava time, baby,” fans will receive a free Chocolate Lava Big Cup, amplifying the enthusiasm surrounding this delicious new treat.
But the fun doesn’t stop there. Reese’s has also tapped NFL stars Jason and Travis Kelce for their New Heights podcast. The Kelce brothers are expected to share their experiences related to Reese’s, creating even more buzz and excitement around the Chocolate Lava Big Cup. Barstool Sports will also be live from New Orleans during the lead-up to the Super Bowl, lining up just the right coverage to match Reese’s unapologetic love for fun and chocolate.
The marketing efforts for the Chocolate Lava Big Cup show not only the brand’s commitment to humor-driven advertising but also its intention to capture the attention of consumers through celebrity partnerships. This strategy aims to solidify Reese’s status as the leading candy franchise during one of the biggest sports events of the year.
With its Chocolate Lava Big Cup now available nationwide in both standard and king sizes, Reese’s promises to keep the excitement alive. Fans can even look forward to a new snack size option hitting shelves this March, ensuring there’s no reason to miss out on the sweet, molten fun.
Overall, Reese’s campaign utilizes humor, interactive experiences, and celebrity endorsements to engage its customer base effectively. With the Super Bowl less than a week away, the anticipation builds for both the commercial and the product's delightful offerings. Just as Reese’s cautions, “Don’t eat lava. Eat Reese’s Chocolate Lava,” fans around the country are ready to savor the excitement—and the taste—of this unique treat.