Reese’s is back, and fans couldn’t be more excited! Following the remarkable success of their 2024 Big Game ad, the top candy brand in the United States is set to make another splash with a new, highly anticipated commercial. Known for their clever humor and mouthwatering creations, Reese’s promises to deliver yet another unforgettable experience that will delight audiences nationwide during football’s most iconic event.
The buzz surrounding last year’s commercial still lingers, and it’s no surprise why. The ad, which aired during the most-watched Big Game in history, captured the internet’s attention and emptied snack aisles across the country. Reese’s clever campaign not only introduced the wildly popular Reese’s Caramel Big Cup but also ignited a viral frenzy on social media. Fans debated the ad, shared their love for the new product, and flooded stores to grab the sweet treat.
Critics and industry insiders were equally impressed. Reese’s 2024 campaign earned high praise, securing the #2 spot on Kantar’s League Table and System 1’s rankings while receiving an A+ grade from the Kellogg School of Management list. This remarkable performance helped cement Reese’s Caramel Big Cup as the #1 consumer-packaged goods (CPG) innovation of 2024. Building on this success, Reese’s is now doubling down, promising a richer, bolder, and even more decadent ad experience for 2025.
Ryan Riess, Vice President of Brand Strategy and Creative Development at The Hershey Company, shared his enthusiasm for the upcoming campaign:
“The positive reception of our 2024 ad from customers and consumers helped generate incredible commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder. If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are – back for round two!”
This year’s 30-second spot, created in partnership with the agency Erich & Kallman, is poised to deliver the signature Reese’s charm that fans adore. Packed with witty humor, unexpected surprises, and, of course, that iconic peanut butter-and-chocolate combination, the ad is expected to be another fan favorite.
Reese’s has built a reputation for blending nostalgia and innovation, consistently keeping their products and marketing fresh while staying true to their roots. Last year’s campaign exemplified this, combining the brand’s beloved chocolate and peanut butter flavors with a new twist that resonated with longtime fans and new consumers alike. The Reese’s Caramel Big Cup, in particular, became a breakout star, with its indulgent caramel filling adding a fresh layer of decadence to the classic candy.
This year, the stakes are even higher. As one of the few brands to return to the Big Game stage in consecutive years, Reese’s has set expectations sky-high. However, the Hershey Company’s marketing team is confident they can meet—and exceed—those expectations. Their goal is not just to entertain but to leave a lasting impression that drives conversations, sales, and, most importantly, brand love.
The Reese’s Big Game spot is also a reminder of how crucial the Super Bowl is for brands looking to reach massive audiences. With millions of viewers glued to their screens, the event provides an unparalleled platform to showcase creativity and connect with consumers in a memorable way. For Reese’s, the Big Game isn’t just about football—it’s about being part of a cultural moment, one peanut butter cup at a time.
While details of the 2025 ad remain under wraps, fans can expect the same playful, bold energy that made last year’s campaign a runaway success. Reese’s understands that their audience craves both laughter and indulgence, and they aim to deliver on both fronts. Whether it’s a clever twist, a new product reveal, or an unexpected celebrity cameo, one thing is certain: Reese’s is ready to dominate the Big Game once again.
As anticipation builds, Reese’s is encouraging fans to stay tuned for more updates in the lead-up to football’s biggest day. With a legacy of creating iconic candy and memorable marketing moments, Reese’s is poised to make another sweet touchdown in 2025.
Game day just wouldn’t be the same without a Reese’s Peanut Butter Cup—or a Reese’s ad. So grab your snacks, settle in, and get ready to witness what’s sure to be one of the most talked-about commercials of the year. After all, when Reese’s is in the game, everyone’s a winner.
