Reese’s has introduced a new product, the Chocolate Lava Big Cup, which is now available in standard and king sizes at retailers across the United States. This launch coincides with the brand’s return to the Big Game, where it aims to engage fans through a public service announcement highlighting the importance of choosing their new product over actual lava.
The advertisement features a park ranger reporting from an active volcano, emphasizing the lengths to which fans might go to obtain the Chocolate Lava Big Cup. The message conveyed in the ad is clear: consumers should not consume lava but rather enjoy the new chocolate and peanut butter treat.
Ryan Riess, vice president of brand strategy and creative development at The Hershey Company, commented on the enthusiasm surrounding new flavor additions to the Reese’s lineup, noting that the Big Game provides an ideal platform for showcasing fan engagement.
In addition to the advertisement, Reese’s is implementing various promotional activities leading up to the Big Game. These include a voice-activated volcano experience at the Riverwalk Outlets in New Orleans, where participants can receive a free Chocolate Lava Big Cup. Furthermore, Reese’s is collaborating with the Kelce brothers and Barstool Sports, enhancing its visibility through podcasts and live shows.
The Chocolate Lava Big Cup is positioned as a convenient option for consumers, with plans for a new snack size to be introduced in March. The overarching message remains consistent: consumers are encouraged to enjoy Reese’s Chocolate Lava rather than actual lava.