Hershey to raise Reese’s Take5 profile with Super Bowl ad

By Anthony Myers

- Last updated on GMT

A still from Reese's new ad that will be premiered in the break at this Sunday's Super Bowl game. Pic: Hershey
A still from Reese's new ad that will be premiered in the break at this Sunday's Super Bowl game. Pic: Hershey

Related tags Hershey Super bowl

Reese’s will make its debut in the 'Big Game’ with a 30-second advert for the ‘greatest candy bar you’ve never heard of’.

Hershey has released an extended preview of its commercial​ for Reese’s Take5 bar it plans to air in the third quarter of this Sunday’s Super Bowl. It will be the first time the company has run an ad for any of its confectionery brands during the ‘Big Game’ since its spot for Ice Breakers in 2008.

Reese’s Take5 was introduced in 2004 and despite it reportedly being Hershey chairman and CEO Michele Buck’s favorite candy, it remains relatively obscure with consumers – resulting in a rebrand last year​ to include a different wrapper, renaming it the Reese’s Take5.

The Take5 bar includes five ingredients (hence the name): pretzels, Reese’s peanut butter, peanuts, caramel and milk chocolate, and it will be making its Super Bowl ad debut with advertising agency McGarryBowen, directed by Harold Einstein.

In the 30-second spot, the ad’s premise cleverly plays on the idea that many Americans aren’t aware of Reese’s Take5. A woman eating the bar at work wonders how her colleagues didn’t know about the treat. It transpires that one is living under a rock, a second was raised by wolves, another has his head stuck in the sand…

Since Take5 was rebranded to Reese’s Take5 in July 2019, sales have skyrocketed over 50% and it has the highest repeat purchase of any recent innovation on the market right now,​” Reese’s senior director, Veronica Villasenor, told ConfectioneryNews. “In just a few short months, Reese’s Take5 has demonstrated the impact of carrying the Reese’s iconic brand. It’s time to take Reese’s Take5 - ‘the best bar you’ve never heard of’ - to the next level, so we’re putting it on the world’s biggest advertising stage​.”

Snack attack

According to SNAC (the leading international trade association for the snack industry), Americans will eat a staggering 90 million pounds of snacks on Super Bowl Sunday, and in the past three years total purchasing on snacks has risen from $370m to $404m.

A spokesperson for the National Confectioners Association (NCA) told ConfectioneryNews: "While other snack items might be the star of Super Bowl Sunday, we’ve found through our seasonal research that about half of all American’s say they’ll enjoy treats like chocolate and candy during the Super Bowl. Maybe not surprising given that chilli is a popular menu item at Super Bowl parties, breath fresheners like gum and mints are on top of the list for most popular confectionery items sold in the two weeks leading up to the Big Game."

Related topics Manufacturers Chocolate Candy Hershey

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