REESE'S | Don't Eat Lava | Super Bowl 2025

During Super Bowl LIX, Reese's aired a commercial titled "Don't Eat Lava" to promote their new Chocolate Lava Big Cup. The ad humorously depicts people attempting to eat actual molten lava from a volcano, mistaking it for the delicious "lava" inside the Reese's product. Park rangers are shown frantically trying to prevent these individuals from consuming the real lava. The commercial concludes with a voiceover advising, "Don't eat lava. Eat Reese's Chocolate Lava Big Cup," emphasizing that while real lava is dangerous, the new Reese's treat offers a safe and tasty alternative. This ment highlights Reese's signature humor and aims to build excitement for the Chocolate Lava Big Cup, which features a molten chocolate center combined with their classic peanut butter. The campaign also includes interactive fan experiences leading up to the game, such as voice-activated giveaways and collaborations with popular podcasts, to further engage consumers.

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