Reese’s Takes on Celebrity Super Bowl Ads with a Sweet Twist

In the dazzling world of Super Bowl commercials, where popular celebrities and high-budget production reign supreme, Reese’s is daring to stand out. This year, the beloved candy brand is venturing into new territory without calling upon any famous faces to help sell its latest product. Instead, they are leaning on the absurdity and humor of ordinary situations to captivate audiences. It’s a bold move that breaks the norms of contemporary advertising, particularly during one of the year’s biggest televised events.

The decision reflects a growing trend among brands that seek authenticity and connection over mere celebrity endorsement. With Super Bowl ads costing upwards of $8 million for a mere 30 seconds, businesses are forced to ensure their voices are distinctly heard amidst the celebrity cacophony. So how is Reese’s planning to rise above the noise?

Engaging Through Humor: The Strategy of Reese’s

Reese’s is embarking on a mission to turn heads with its new ad campaign that features a zany premise—a group of eager candy enthusiasts scaling an active volcano to sample the latest Reese’s Lava treats. This outrageous setup is indicative of the brand’s strategic decision to position Reese’s as the absolute star, rather than sharing the spotlight.

Ryan Riess, vice president of brand strategy and creative development at The Hershey Company, stated, “We don’t think we want to share the stage with someone else. There are definitely times to use celebrities, but the Super Bowl is one where our goal is to have Reese’s be the star.” By prioritizing their brand over star power, Reese’s is tapping into the essence of what makes their product irresistible.

Stepping Away from Celebrity Norms

In recent years, an influx of celebrities in Super Bowl advertisements has created a saturated market, resulting in a horde of recognizable faces blending into one another. According to research led by Kim Whitler of the University of Virginia’s Darden School of Business, celebrities have increasingly dominated advertising strategies. Her research covering Super Bowl commercials from 2015 to 2024 highlights the notable rise of stars and generational mash-ups, collaborations across various age demographics.

In 2024 alone, fans were treated to a wealth of famous faces like Danny DeVito and Arnold Schwarzenegger teaming up for State Farm, along with an array of stars from Saturday Night Live. With so much star power, it becomes a challenge for individual brands to differentiate themselves, leaving Reese’s unique approach looking particularly appealing.

By foregoing celebrity endorsements, Reese’s not only highlights their product in a fresh way but also creates memorable content that emphasizes shared experiences rather than celebrity allure. This could enable Reese’s to establish deeper connections with its audience; there’s a whiff of nostalgia that resonates with everyone—a longing for simpler, more whimsical times.

Turning Up the Quirk Factor

Reese’s campaign seems geared toward maximizing comedic impact through unexpected visuals. The antics of unassuming people chasing after lava offer a stark contrast to the polished humor typical of celebrity-led advertisements. This decision could be seen as wise, considering that last year saw Reese’s achieve viral success with carefully crafted narratives revolving around everyday scenarios.

As brand awareness relies heavily on creating standout moments, Reese’s is banking on the effectiveness of absurdist comedy to resonate with television audiences. Riess has described the plan succinctly: “It’s like there are a bunch of black umbrellas, but then there’s the red one.” This metaphor perfectly illustrates the brand’s aim—to create an advertisement that is notably different from the floods of star-driven commercials.

Understanding the Target Audience

Knowing their target audience is central to Reese’s campaign. With a demographic that includes candy lovers of all ages, Reese’s is playing with the shared understanding of a candy-centric culture that transcends mere celebrity prestige. Candy holds a cherished universal appeal, loved by children and adults alike. The feelings invoked when eating candy transcend the act; it is often associated with joy, celebration, and nostalgia, which resonate strongly with consumers.

Reese’s has long enjoyed a strong presence in American culture, a company that makes its iconic Reese’s P cups readily available at various stores. This broad reach creates an ideal canvas for entertaining content. Since Reese’s boasts a solid reputation as the top-selling candy brand, there is a unique opportunity to capture viewers through creative humor instead of expensive celebrity partnerships.

In an era where people often seek joy in small delights, Reese’s is leaning into this notion. They’re enabling audiences to experience delight through quirky storytelling instead of simply relying on famous faces. This is a remarkable evolution in marketing strategy, gravitating toward shared experiences instead of separated celebrity status.

How Humor Can Cut Through the Noise

Humor is a powerful tool in advertising; it can cut through the noise of a crowded marketplace better than any celebrity endorsement ever could. With bombardments of commercials featuring celebrities vying for attention, humor provides a refreshing alternative that can make a brand more relatable.

Reese’s strategy showcases how clever humor can elevate brand equity while simultaneously engaging with viewers. By eschewing the overshadowing presence of celebrities, the ads invite viewers into a world where the candy itself becomes the focal point.

To solidify this comedic approach, humor creates a form of connection. When viewers are amused, they are more likely to share, discuss, and remember the advertisement, extending its reach beyond the confines of a mere 30-second spot. In a world where social media dictates much of consumer engagement, these genuinely funny moments can resonate and spark conversations, ultimately amplifying the advertisement’s impact.

Looking Ahead: A New Era for Reese’s Advertising

The bold choice to delve into humor and everyday absurdities marks a pivotal moment for Reese’s advertising strategy and potentially sets a trend for future campaigns. By embracing authenticity and steering clear of the celebrity-centric craze, Reese’s could inspire other brands to follow suit, making way for a new era of advertising rooted in relatability and humor.

The success of this approach may not just reshape how Reese’s positions itself in the market but could also change how brands conceive their marketing strategies in this evolving landscape.

As Reese’s prepares to unveil their innovative campaigns, we are left to wonder what creative methods other companies might adopt in response. There is a palpable excitement surrounding their launch as they promise a whimsical entertainment experience guaranteed to deliver laughs and delicious anticipation.

Source: variety.com