Reese’s last appeared in the Super Bowl in 2020 with a Take 5 ad.
Reese’s is returning to the Super Bowl after taking a few years off.
The Hershey Co. brand will air a 30-second spot from Erich & Kallman during the Feb. 11 game on CBS. Reese’s was light on details, but said the spot will play on the “extreme passion” sports fans have while rooting for their favorite team. It’s unclear whether the spot will run on Nickelodeon’s kid-friendly broadcast of the game. Reese’s last appeared in the Big Game in 2020.
“Reese’s has a fervent fan base who are as emotionally invested in our iconic pairing of peanut butter and chocolate, much like the fan bases of the two teams in the Big Game,” said Ryan Riess, Hershey’s VP of creative and brand strategy, in a press release.
This will be Hershey’s third Super Bowl spot. It made its Big Game debut in 2008 with an ad from TraceyLocke for Ice Breakers mints that featured Carmen Electra at a fan meet-and-greet. The company’s second Super Bowl ad came in 2020 with a spot for Reese’s Take 5 bar that showed an office of idioms. McGarryBowen handled the creative for the 2020 spot.
Hersey’s North America Confectionery third-quarter net sales were up 10% to $2.4 billion year over year, fueled by price increases that made up for lower volumes.
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CLARIFICATION: A previous version of this story stated that the ad would not run on Nickelodeon, citing a Hershey spokesperson. The company later clarified that the status of the Nickelodeon ad is uncertain.
