• by Fern Siegel , December 6, 2024

Companies are lining up to book Super Bowl ads. And Reese's will be back for a second time.

Last year's spot promoted Reese's Caramel Big Cup, ranked No. 2 in Kantar's League Table.

Created by Erich & Kallman, this year's 30-second spot is expected to deliver a few sweet surprises.

“Partnering with Reese’s for their triumphant return to the Big Game has been an incredible journey. The Reese’s brand embodies bold creativity, and we aimed to reflect that in every second of this new spot. This campaign is more than just an ad. It’s a thrilling moment for Reese’s and their passionate fans,” Eric Kallman, chief creative officer, Erich & Kallman, told Agency Daily.

The campaign will extend with multiple touchpoints and channels before, during and after the Super Bowl.

“For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. 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!”

Reese's is owned by Hershey, which also makes Kit Kat, Twizzlers and Jolly Rancher.

Erich & Kallman's client work includes Impossible, Great Wolf Lodge, iRobot and The Disney Bundle.

Super Bowl LIX airs Feb. 9 in New Orleans.