Hey, PSA: Don't Eat Lava. Eat
Reese's Chocolate Lava.
HERSHEY,
Pa., Jan. 31, 2025 /PRNewswire/ -- Hold on to
your chocolate and peanut butter-loving grandma…because It's Lava
Time, Baby! Ever since Reese's Chocolate Lava Big Cup
hit stores nationwide, fans everywhere have been buzzing with
excitement, like a volcano ready to erupt. To address this
build-up, the #1 candy franchise in the US1 is returning
to the Big Game with a serious public service announcement…
Don't eat lava. Eat Reese's Chocolate Lava Big Cup
instead.
When Reese's fans are involved, there's no volcano
they won't climb to get their hands on their favorite treats –
especially the new Reese's Chocolate Lava Big Cup. To
capture this sheer excitement, the brand is back in the Big Game
with a new ad with its signature humor. In the :30s spot created by
Erich & Kallman, a concerned park ranger reports live from the
site of an active volcano where Reese's fans are going to
extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem –
saving grandma from scootering into the lava – and clearing the
confusion: Don't. Eat. Lava. Eat ooey-gooey Chocolate Lava. Classic
mix-up, fans.
"There's nothing better than seeing our fans go wild over new
flavor additions to the classic Reese's chocolate and peanut
butter combo," said Ryan Riess, vice
president of brand strategy and creative development, The Hershey
Company. "The Big Game is the perfect stage to showcase our fan's
energy – whether that be from the top of a volcano or on the couch
during football Sunday."
It's Lava Time, Baby – All Week Long
To build upon
last year's Big Game success, this year, the brand is bringing its
ad out of the big screen and taking fan engagement to new heights
(literally) in the lead up to the most active stage in sports and
media.
- Shout "It's Lava Time, Baby!" at Reese's Voice
Activated Volcano at the Riverwalk Outlets (500 Port of New Orleans
Pl, New Orleans, LA 70130) on
Tuesday, February 4 and receive a
free Reese's Chocolate Lava Big Cup.
- Snack on Reese's with the Kelce brothers all week
long as we celebrate the start of our year-long partnership with
the New Heights podcast and pop-up on Jason's ESPN show, "They Call
it Late Night" in the lead-up to the Big Game.
- Stream (and listen to) Barstool Sports live from NOLA.
Your favorite unapologetic hosts across Barstool's live podcasts
and digital shows will match Reese's fans' unapologetic love
for chocolate lava. If you're not already, follow Barstool Sports'
shows and personalities on social media and don't miss
Reese's real life Chocolate Volcano.
Don't Want to Visit a Volcano to Experience the
Lava?
No worries, Reese's
Chocolate Lava Big Cup is available in standard and king
sizes at retailers nationwide. Stock up NOW and keep your eyes open
for a new snack size option coming to shelves this
March…
JUST REMEMBER: DON'T EAT LAVA. EAT REESE'S CHOCOLATE
LAVA.
Follow along for everything about the Reese's brand
on Instagram and Facebook.
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks
company known for making more moments of goodness through its
iconic brands, remarkable people and enduring commitment to doing
the right thing for its people, planet, and communities.
Hershey has more than 20,000
employees in the U.S. and worldwide who work daily to deliver
delicious, high-quality products. The company has more than 90
brand names in approximately 80 countries that drive more than
$11.2 billion in annual revenues,
including Hershey's,
Reese's, Kisses, Kit Kat®, Jolly
Rancher, Twizzlers and Ice Breakers, and salty
snacks including SkinnyPop, Pirate's
Booty and Dot's Homestyle Pretzels.
For over 130 years, Hershey has been committed to
operating fairly, ethically and sustainably. The candy and snack
maker's founder, Milton Hershey, created Milton Hershey
School in 1909, and since then, the company has focused on
helping children succeed through equitable access to education.
To learn more visit www.thehersheycompany.com.
Follow:
http://www.twitter.com/hersheycompany
https://www.linkedin.com/company/the-hershey-company
http://www.facebook.com/hersheycompany
http://www.youtube.com/hersheycompany
http://www.instagram.com/hersheycompany
1 Circana POS $ Sales FY 2024
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SOURCE The Hershey Company
