Work
Reese’s Chocolate Lava
Don’t Eat Lava!
After last year’s successful campaign for Reese’s Big Cup Caramel, we’re back again for Super Bowl LIX. This time around, we’re adressing the confusion people may have with Chocolate Lava with a PSA: Eat Chocolate Lava, not lava lava.
The Challenge
- The REESE’S Peanut Butter Cup is already a fan-favorite icon, which makes innovation risky. The brand’s next big swing—the Chocolate Lava Big Cup, stuffed with a molten layer of chocolate “lava”—had to drive excitement without overshadowing the classic. The bar was set sky-high: the Caramel Big Cup had just claimed the crown as the #1 confectionary innovation of 2024. To win again, Lava needed to spark instant trial and sales while keeping love for the original stronger than ever.
The Solution
- We knew fans wouldn’t blindly embrace change to such a legendary product, so the launch had to be clever, authentic, and very REESE’S. The creative spark? If people love REESE’S Lava that much, what if they started chasing actual lava? With humor, self-awareness, and the brand’s signature cheeky tone, we drove curiosity and trial while reassuring fans the classic cup was here to stay.
We also began the new year with a few teasers
leading up to Super Bowl LIX.
Reese’s proved that when innovation is handled with humor and heart, even “perfection” has room to erupt.
$102M
in sales the week after the Super Bowl
in sales the week after the Super Bowl
164%
surge in sales for the Chocolate Lava Big Cup
surge in sales for the Chocolate Lava Big Cup
