Reese's Goes Big (Really Big) For Super Bowl Debut

This year's Super Bowl had a distinct been there, done that vibe, featuring two teams who've appeared in the NFL's marquee game a combined 12 times, and who've won the Vince Lombardi Trophy eight times. But as is often the case, it also features some first-time marketing entrants.

Among them is chocolate brand Reese's Canada, which appeared on the world's biggest advertising stage with a 30-second spot promoting the Canadian launch of its newest product, Reese's Big Cup with Caramel. It is the third Big Cup product in the brand portfolio.

Hershey Canada marketing director Paloma Bentes said that The Big Cup with Caramel represents Hershey's top innovation for 2024, and the confectionary company was seeking the type of mass exposure for its launch that only the Super Bowl could provide.

The campaign kicks off what Bentes called a "really robust year of support" for the brand. The Super Bowl spot was adapted by FCB Canada for the Canadian market, with media support by UM Canada.

The king-sized confectionary item launched in in November, and has achieved "amazing velocity" within the category even as the company ramps up its distribution, said Bentes.

The 30-second Super Bowl spot, "Currahhmool," is a product-focused spot that combines an extreme close-up of the Reese's Big Cup with Caramel, combined with a voiceover by Canadian comedian Will Arnett—a longtime Reese's spokesperson—speculating on the correct pronunciation of the word "caramel."

"I don't know. Anyway, however you say it, just say it... and then eat it," he says. Arnett's sense of humour is charming and playful, said Bentes, attributes that are very "on-brand" for Reese's. "This brand doesn't take itself very seriously... and his voice is very particular in that sense," she said.

The Super Bowl spot is being supported by a pair of an online video spots and a Snapchat lens called the Reese's Big Cup Caramel Kicker.

[videopress twmZCubL]