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Reese鈥檚 Fans Scream 鈥業t鈥檚 Lava Time, Baby' for Big Game Ad

31/01/2025
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The Super Bowl spot was created by Erich & Kallman and features Reese's signature humour

Hold on to your chocolate and peanut butter-loving grandma鈥ecause It鈥檚 Lava Time, Baby! Ever since Reese鈥檚 Chocolate Lava Big Cup hit stores nationwide, fans everywhere have been buzzing with excitement, like a volcano ready to erupt. To address this build-up, the #1 candy franchise in the US is returning to the Big Game with a serious public service announcement鈥

Don鈥檛 eat lava. Eat Reese鈥檚 Chocolate Lava Big Cup instead.

When Reese鈥檚 fans are involved, there鈥檚 no volcano they won鈥檛 climb to get their hands on their favourite treats 鈥 especially the new Reese鈥檚 Chocolate Lava Big Cup. To capture this sheer excitement, the brand is back in the Big Game with a new ad with its signature humour. In the :30s spot created by Erich & Kallman, a concerned park ranger reports live from the site of an active volcano where Reese鈥檚 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 鈥 saving grandma from scootering into the lava 鈥 and clearing the confusion: Don鈥榯. Eat. Lava. Eat ooey-gooey Chocolate Lava. Classic mix-up, fans.

鈥淭here鈥檚 nothing better than seeing our fans go wild over new flavour additions to the classic Reese鈥檚 chocolate and peanut butter combo,鈥 said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. 鈥淭he Big Game is the perfect stage to showcase our fan's energy 鈥 whether that be from the top of a volcano or on the couch during football Sunday.鈥

It鈥檚 Lava Time, Baby 鈥 All Week Long

To build upon last year鈥檚 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 鈥淚t鈥檚 Lava Time, Baby!鈥 at Reese鈥檚 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鈥檚 Chocolate Lava Big Cup.

Snack on Reese鈥檚 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鈥檚 ESPN show, 鈥淭hey Call it Late Night鈥 in the lead-up to the Big Game. 

Stream (and listen to) Barstool Sports live from NOLA. Your favourite unapologetic hosts across Barstool鈥檚 live podcasts and digital shows will match Reese鈥檚 fans鈥 unapologetic love for chocolate lava. If you鈥檙e not already, follow Barstool Sports鈥 shows and personalities on social media and don鈥檛 miss Reese鈥檚 real life Chocolate Volcano.

Don鈥檛 Want to Visit a Volcano to Experience the Lava? 

No worries, Reese鈥檚 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鈥

JUST REMEMBER: DON鈥橳 EAT LAVA. EAT REESE鈥橲 CHOCOLATE LAVA.

Follow along for everything about  the Reese鈥檚 brand on  Instagram and Facebook.

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