Reese's Fans Scream 'It's Lava Time, Baby!' for Big Game Ad
Reese's, the #1 candy franchise in the US, is returning to the Big Game with a new 30-second advertisement promoting their Reese's Chocolate Lava Big Cup. The humorous ad, created by Erich & Kallman, features a park ranger reporting from an active volcano where enthusiastic fans attempt to taste actual lava, leading to a public service announcement: 'Don't eat lava. Eat Reese's Chocolate Lava.'
The campaign includes several promotional activities: a voice-activated volcano installation at New Orleans' Riverwalk Outlets offering free product samples, a partnership with the New Heights podcast featuring the Kelce brothers, and Barstool Sports live coverage from New Orleans. The Reese's Chocolate Lava Big Cup is currently available nationwide in standard and king sizes, with a new snack size option launching in March.
Reese's, la catena di dolci numero uno negli Stati Uniti, torna al Big Game con una nuova pubblicità di 30 secondi che promuove il loro Reese's Chocolate Lava Big Cup. La pubblicità umoristica, creata da Erich & Kallman, presenta un ranger del parco che riporta da un vulcano attivo dove i fan entusiasti tentano di assaporare la lava, portando a un annuncio di servizio pubblico: 'Non mangiare la lava. Mangia il Reese's Chocolate Lava.'
La campagna include diverse attività promozionali: un'installazione di vulcano attivata dalla voce presso gli Riverwalk Outlets di New Orleans che offre campioni gratuiti, una partnership con il podcast New Heights con i fratelli Kelce e la copertura dal vivo di Barstool Sports da New Orleans. Il Reese's Chocolate Lava Big Cup è attualmente disponibile in tutto il paese in dimensioni standard e king size, con una nuova opzione snack in arrivo a marzo.
Reese's, la franquicia de dulces número uno en los EE. UU., regresa al Gran Juego con un nuevo anuncio de 30 segundos que promociona su Reese's Chocolate Lava Big Cup. El anuncio humorístico, creado por Erich & Kallman, presenta a un guardaparque reportando desde un volcán activo donde los fanáticos entusiastas intentan probar la lava real, lo que lleva a un anuncio de servicio público: 'No comas lava. Come Reese's Chocolate Lava.'
La campaña incluye varias actividades promocionales: una instalación de volcán activada por voz en los Riverwalk Outlets de Nueva Orleans que ofrece muestras gratis, una asociación con el podcast New Heights con los hermanos Kelce, y cobertura en vivo de Barstool Sports desde Nueva Orleans. El Reese's Chocolate Lava Big Cup está actualmente disponible en todo el país en tamaños estándar y king size, con una nueva opción de tamaño bocadillo lanzada en marzo.
리ese's, 미국에서 가장 인기 있는 사탕 프랜차이즈, 가 새로운 30초 광고로 빅 게임에 돌아옵니다. 이 광고에서는 리ese's 초콜릿 용암 빅컵을 홍보합니다. 유머러스한 광고는 에리히 & 칼만이 제작하였으며, 열렬한 팬들이 실제 용암을 맛보려는 모습이 그려진 공원 수색대의 보고를 담고 있습니다. 이는 대중 서비스 발표인 '용암을 먹지 마세요. 리ese's 초콜릿 용암을 드세요.'로 이어집니다.
이 캠페인에는 여러 프로모션 활동이 포함되어 있습니다: 뉴올리언스 리버워크 아울렛에서 무료 제품 샘플을 제공하는 음성 인식 화산 설치, 켈시 형제들과 함께하는 뉴 하이츠 팟캐스트 파트너십, 그리고 뉴올리언스에서의 바스툴 스포츠 라이브 중계 등이 있습니다. 현재 리ese's 초콜릿 용암 빅컵은 표준 및 킹 사이즈로 전국에서 제공되며, 3월에는 새로운 스낵 사이즈 옵션이 출시될 예정입니다.
Reese's, la franchise de bonbons numéro un aux États-Unis, fait son retour au Big Game avec une nouvelle publicité de 30 secondes pour promouvoir leur Reese's Chocolate Lava Big Cup. La publicité humoristique, créée par Erich & Kallman, met en scène un garde forestier en reportage depuis un volcan actif, où des fans enthousiastes tentent de goûter de la lave réelle, menant à une annonce de service public : 'Ne mangez pas de lave. Mangez du Reese's Chocolate Lava.'
La campagne comprend plusieurs activités promotionnelles : une installation de volcan activée par la voix aux Riverwalk Outlets de La Nouvelle-Orléans offrant des échantillons gratuits, un partenariat avec le podcast New Heights mettant en vedette les frères Kelce, et la couverture en direct de Barstool Sports depuis La Nouvelle-Orléans. Le Reese's Chocolate Lava Big Cup est actuellement disponible à l'échelle nationale en taille standard et king size, avec une nouvelle option taille snack qui sera lancée en mars.
Reese's, die Nummer eins der Süßwaren-Franchises in den USA, kehrt mit einem neuen 30-sekündigen Werbespot für den Reese's Chocolate Lava Big Cup zurück zum Big Game. Die humorvolle Werbung, erstellt von Erich & Kallman, zeigt einen Park Ranger, der von einem aktiven Vulkan berichtet, wo begeisterte Fans versuchen, echte Lava zu schmecken, was zu einem öffentlichen Servicemitteilung führt: 'Iss keine Lava. Iss Reese's Chocolate Lava.'
Die Kampagne umfasst mehrere Werbeaktivitäten: eine sprachaktivierte Vulkaninstallation in den Riverwalk Outlets in New Orleans, die kostenlose Produktproben anbietet, eine Partnerschaft mit dem New Heights Podcast mit den Kelce-Brüdern und die Live-Berichterstattung von Barstool Sports aus New Orleans. Der Reese's Chocolate Lava Big Cup ist derzeit landesweit in normaler und King-Size erhältlich, mit einer neuen Snackgröße, die im März auf den Markt kommt.
- Product expansion with new Chocolate Lava Big Cup variant
- High-profile marketing campaign during the Big Game
- Strategic partnerships with popular sports personalities and media outlets
- Nationwide product availability with upcoming size extension
- None.
Hey, PSA: Don't Eat Lava. Eat Reese's Chocolate Lava.
Don't eat lava. Eat Reese's Chocolate Lava Big Cup instead.
When Reese's fans are involved, there's no volcano they won't climb to get their hands on their favorite treats – especially the new Reese's Chocolate Lava Big Cup. To capture this sheer excitement, the brand is back in the Big Game with a new ad with its signature humor. In the :30s spot created by Erich & Kallman, a concerned park ranger reports live from the site of an active volcano where Reese's fans are going to extreme lengths to get their hands and taste buds on the lava flow. As passion builds, a team of park rangers rein in the mayhem – saving grandma from scootering into the lava – and clearing the confusion: Don't. Eat. Lava. Eat ooey-gooey Chocolate Lava. Classic mix-up, fans.
"There's nothing better than seeing our fans go wild over new flavor additions to the classic Reese's chocolate and peanut butter combo," said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. "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."
It's Lava Time, Baby – All Week Long
To build upon last year's Big Game success, this year, the brand is bringing its ad out of the big screen and taking fan engagement to new heights (literally) in the lead up to the most active stage in sports and media.
- Shout "It's Lava Time, Baby!" at Reese's Voice Activated Volcano at the Riverwalk Outlets (500 Port of New Orleans Pl,
New Orleans, LA 70130) on Tuesday, February 4 and receive a free Reese's Chocolate Lava Big Cup. - Snack on Reese's with the Kelce brothers all week long as we celebrate the start of our year-long partnership with the New Heights podcast and pop-up on Jason's ESPN show, "They Call it Late Night" in the lead-up to the Big Game.
- Stream (and listen to) Barstool Sports live from NOLA. Your favorite unapologetic hosts across Barstool's live podcasts and digital shows will match Reese's fans' unapologetic love for chocolate lava. If you're not already, follow Barstool Sports' shows and personalities on social media and don't miss Reese's real life Chocolate Volcano.
Don't Want to Visit a Volcano to Experience the Lava?
No worries, Reese's Chocolate Lava Big Cup is available in standard and king sizes at retailers nationwide. Stock up NOW and keep your eyes open for a new snack size option coming to shelves this March…
JUST REMEMBER: DON'T EAT LAVA. EAT REESE'S CHOCOLATE LAVA.
Follow along for everything about the Reese's brand on Instagram and Facebook.
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company known for making more moments of goodness through its iconic brands, remarkable people and enduring commitment to doing the right thing for its people, planet, and communities.
For over 130 years, Hershey has been committed to operating fairly, ethically and sustainably. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through equitable access to education.
To learn more visit www.thehersheycompany.com.
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SOURCE The Hershey Company
FAQ
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