Reese’s Thinks Candy Can Crush Celebrity Super Bowl Commercials

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It seems unusual that renowned personalities don’t often endorse Reese’s candies during the Super Bowl, considering how well-matched they are with popular commercials and celebrities, like peanut butter and chocolate.

In a fresh Super Bowl advertisement for a Hershey’s-supported snack, viewers will witness enthusiasts going to extraordinary lengths at a live volcano to savor molten lava, all due to the unveiling of a novel Reese’s variant featuring chocolate lava. However, there’s a 94-year-old lady in the throng who experiences an amusing mix-up, and neither celebrities nor athletes, nor politicians are featured.

Ryan Riess, vice president of brand strategy and creative development at The Hershey Company, stated in a recent interview that they prefer not to have others join them on stage. He believes there are instances when celebrities are useful, but for the Super Bowl, their aim is to make Reese’s take center stage.

Instead of opting for a less commonly used strategy each year, Reese’s plans to leverage a strategy where celebrities are often featured in Super Bowl ads. With escalating costs for commercial time – Fox now charges over $7 million to more than $8 million for a 30-second slot – advertisers are seeking guarantees that their promotional content will stand out. Celebrities can help achieve this goal.

Reese’s chooses to use celebrities in Super Bowl ads more often because it helps them get noticed due to the high costs of advertising time and the desire for assurance that their promotions will be effective.

Since the year 2020, there has been a significant rise in the employment of well-known actors, musicians, and other prominent figures across various industries, as reported by Kim Whitler, an associate professor of business administration at the University of Virginia’s Darden School of Business. Her research team, which has studied over 500 Super Bowl commercials from 2015 to 2024, has observed this trend. Alongside utilizing celebrities, advertisers are experimenting with unique pairings, leading to a 150% surge in what are known as “generational mash-ups,” where celebrities from different age groups are grouped together.

On the occasion of the event in 2024, the well-known figures appeared to merge into one another. For instance, during the Super Bowl broadcast, Danny DeVito shared the screen with Arnold Schwarzenegger for State Farm; Pete Davidson collaborated with Kate McKinnon for Hellmann’s; Heidi Gardner and Dan Levy teamed up for Homes.com; and Chris Pratt promoted Pringles. Other celebrities present included Christopher Walken, Jeff Goldblum, Aubrey Plaza, Ice Spice, as well as cast members of “Saturday Night Live,” like Heidi Gardner for Homes.com. Previews for this year’s commercials have been unveiled, such as Willem Dafoe and Catherine O’Hara appearing together in a Michelob Ultra ad, and undoubtedly generating some buzz, Billy Crystal and Meg Ryan reprising their roles from the classic 1989 film “When Harry Met Sally.

For Hershey’s Riess, everything begins to merge together. Instead of concentrating on something serious or conventional, he suggests an alternative approach might be more effective – and that’s focusing on something humorous or quirky. He likens it to a sea of black umbrellas, but one stands out because it’s bright red.

As a fervent supporter, I anticipate that fellow members of the 2025 ad roster will adopt this strategy. The innovative telehealth venture, Hims & Hers, is poised to tackle the prevalent issue of obesity in the U.S. by creating a compelling minute-long advertisement. This advertisement will consist of a thought-provoking collage of images highlighting the perils of excess weight. Dan Kenger, their chief design officer, articulates their intentions: “We’re not aiming to merely elicit laughter or keep memories of celebrities alive. Instead, our goal is to break through the clutter and resonate with people in a sincere, authentic manner.

As a cinema enthusiast and devotee of all things sweet, I can’t help but reflect on the unique journey Reese’s has embarked upon during the Super Bowl. Last year, they captivated audiences with the unforgettable reactions of everyday people, whether it was joy or agony, as they learned about the enticing promise of Reese’s Caramel Big Cup. Some went to extremes, leaping out windows or balancing precariously on tables in their excitement.

In 2020, however, Reese’s decided to shine a spotlight on another delectable creation – the Reese’s Take5 candy bar. This marvel of confectionery craftsmanship unites the perfect harmony of chocolate, peanuts, caramel, peanut butter, and pretzels. It was an honor to witness such a spectacle during the Super Bowl, knowing that Erich & Kallman, a dynamic independent agency based in both San Francisco and Austin, were behind each captivating effort.

Reese’s confections have a slightly higher sugar content compared to some other brands in the market. Being the best-selling brand under their label, as stated by Riess, Reese’s products boast a 50% consumer reach and can be found in various types of retail outlets. This means that if you come across one of their commercials, it won’t take much effort to locate the candy since it’s widely available. In his words, “It’s not hard to persuade people when our products are this accessible.

Since Reese’s brand is well-known among consumers, its executives can focus more on entertaining viewers rather than grabbing their attention in advertisements. In the latest Super Bowl commercial, Riess explains that “every single moment counts, and we maintain the excitement.” He aims to keep viewers engaged for the entire 30 seconds, stating, “I want you to have fun throughout!” The company hopes that a blend of chocolate, peanut butter, and quirky characters will be sufficient to ensure success.

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2025-01-31 17:20