Reese’s is shouting “Yes!” to another Super Bowl appearance, a year after its slapstick spot with screaming Reese’s fans ranked among the game’s top comic spots.
Special Report: Super Bowl
Reese’s is returning to the Super Bowl
The Hershey Co. brand is set to air another :30 from agency Erich & Kallman
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This will be Reese’s second straight Super Bowl spot and third overall.
Credit:
Reese’s
The Hershey Co. brand is set to air another 30-second spot from agency Erich & Kallman in the 2025 game.
The brand did not say which product will be the focus of the 2025 spot or reveal any creative details about the upcoming ad but did promise “Reese’s signature wit,” “a few surprises” and “something so rich, so decadent, it’s bound to erupt with excitement.”
Reese’s 2024 Super Bowl commercial promoted the Reese’s Caramel Big Cup.
Before 2024, Reese’s had advertised in the Super Bowl only once—in 2020, it promoted the Reese’s Take 5 bar in a spot from McGarryBowen. The success of the 2024 spot—Ad Age gave it five stars, and it received an A+ on the Kellogg School of Management’s list—convinced the brand to make an immediate return to the game.
“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, VP of brand strategy and creative development at The Hershey Co.
Hershey Co.’s only other Super Bowl appearance came in 2008, when Tracy-Locke created a spot for Ice Breakers.
Hershey’s North America Confectionery net sales declined 2% to $6.76 billion in the first nine months of 2024, the company reported in November.
