February 03, 2024
2024 Proved Our Big Game Strategy Worked…
Last year, Reese’s made its first Big Game appearance since 2020 with an unexpected twist. No celebrities. No overdone formulas. Just Reese’s clever humor, a creative idea, and a product that spoke for itself. And it worked. Fans loved it, retailers rallied behind it, and it reinforced what we already knew – Reese’s fandom runs deep. The response was everything we could have hoped for, but with that success came an exciting new challenge: how do we top it?
The Challenge: How Do You Nail It Again?
Big Game ads aren’t just commercials—they’re cultural moments that start a conversation. And as always – the stakes are high, and brands have to fight to stand out. After last year’s success, we had to decide: Do we show up again? If we do, do we bring in a celebrity? Do we completely change what worked? Or do we level up while staying true to what makes Reese’s, well, Reese’s?
We chose the third option. Reese’s has never followed the expected playbook, and we weren’t about to start now. Instead, we doubled down on what sets us apart and what keeps fans coming back for more.
The Answer: Leaning Into the Reese’s Fandom Always Sets Us Apart
This year’s ad is all about Chocolate Lava Big Cup, a product so ridiculously ooey gooey that it deserved an ad just as bold. The spot, created by Erich & Kallman, captures the passion of Reese’s fans in the most absurdly entertaining way possible. There are no A-list cameos, no tired tropes – just a high-energy, over-the-top story that puts the product at the center and lets the reactions unfold. Because when Reese’s drops something big, people react.
What's important is to make advertising that's breakthrough and memorable, that people want to see, that excites people. The idea is that people will wonder what could be exciting enough to tempt a bride away from the altar and make Grandma hop on her Rascal scooter.
The Importance of Creative Consistency
In the high-stakes world of Big Game advertising, creative consistency is the linchpin that transforms a fleeting commercial into a memorable brand narrative that resonates long after the final whistle. This year, we're amplifying our Big Game energy beyond the traditional :30 spot, creating a comprehensive "surround sound" marketing approach that extends our creative narrative across multiple touchpoints. Throughout the week in New Orleans, we're bringing the drama of chocolate lava to life with our Chocolate Lava Voice Activated Volcano at Riverwalk Outlets, where fans can scream 'It's Lava Time, Baby!', to get their hands on a Reese’s Chocolate Lava Big Cup. This activation isn't just a gimmick – it's a deliberate extension of our ad's creative concept, transforming our campaign from a single moment into an immersive brand experience.
Our marketing strategy continues to build momentum through strategic partnerships and media integrations. We're expanding our reach with activations on Barstool Sports and Jason Kelce's new ESPN show "They Call It Late Night," while also celebrating the kickoff of our yearlong partnership with the Kelce brothers' podcast "New Heights" as its official sponsor. These carefully curated touchpoints aren't isolated efforts, but a cohesive narrative that reinforces our brand's unique personality.
As we move into the week of the Big Game, we've learned that true marketing success isn't about showing up – it's about creating a moment that resonates. For Reese's, this means embracing our signature humor and thinking beyond the ad itself. The :30 spot may be the centerpiece, but our integrated approach transforms it into a comprehensive brand experience that captures audience attention across multiple platforms.
It’s Game Time
This isn't just another commercial – it's a testament to our commitment to creating moments that get people talking, sharing, and coming back for more. From the Big Game spot to the streets of New Orleans, we're bringing that signature Reese's magic to life in ways that only we can. Because when chocolate lava meets America's favorite candy brand, you know it's going to be unforgettable. It's Lava Time, Baby!