Reese's
Chocolate Lava Big Cup

To build buzz around the launch of Reese’s Chocolate Lava Big Cup, Influential crafted a high-impact campaign tied to the Super Bowl—a cultural moment when snacks and sports go hand in hand. By partnering with top-tier NFL players, including Kirk Cousins, Keon Coleman, Jaxon Smith-Njigba, Fred Warner, and Jahmyr Gibbs, we strategically aligned the excitement of game day with the indulgence of a new fan-favorite dessert.

The creative leaned into authentic storytelling and playful content that spotlighted the athletes’ personalities while showcasing the product. By blending an iconic brand with household sports names, we captured the attention of both die-hard football fans and passionate Reese’s lovers alike.

This campaign successfully ignited conversation, drove awareness, and left a lasting impression during one of the year’s biggest cultural moments. By leveraging the influence of athletes, the campaign generated significant social buzz, high engagement, and reinforced Reese’s status as the go-to treat for game day. The result? A launch that felt as big, bold, and irresistible as the Chocolate Lava Big Cup itself.