Building on the unprecedented success of its 2024 campaign, Reese’s is set to make a highly anticipated return to the Big Game this year. Known for its clever and comedic advertising, the brand promises an even more creative and humorous approach in 2025.

Reese’s 2024 ad became an instant sensation, sparking widespread conversation online and driving a surge in retail demand. The commercial, which premiered during the most-watched Big Game in history, amassed millions of views across social media platforms and ignited a viral debate that culminated in overwhelming enthusiasm for the Reese’s Caramel Big Cup. Garnering critical acclaim, the campaign earned the #2 spot on Kantar’s League Table and System1’s rankings, as well as an A+ from the Kellogg School of Management’s list of standout advertisements. Additionally, Reese’s Caramel Big Cup was named the #1 consumer packaged goods (CPG) innovation of 2024.

Building on this momentum, Reese’s has promised a “bigger and bolder” approach for its 2025 Big Game commercial. According to Ryan Riess, Vice President of Brand Strategy and Creative Development at The Hershey Company, “The positive reception of our 2024 ad from customers and consumers helped generate great 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!”

The upcoming 30-second commercial, produced by Erich & Kallman, will feature Reese’s signature wit, unexpected twists, and, of course, its iconic peanut butter and chocolate combination. Though specific details remain under wraps, Reese’s has teased a decadent and surprising campaign that aims to captivate audiences once again.

“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. 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!”

Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk