Hershey Puts Reese’s Take 5 on the Big Stage of the Big Game

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If you’ve never heard of Reese’s Take 5, Hershey is ensuring you will on Super Bowl Sunday.

The candy brand will air its first Super Bowl ad around the idea that consumers haven’t heard of the candy bar which consists of five ingredients: chocolate, peanuts, caramel, peanut butter and pretzels. The humorous ad depicts an office where a woman in her cubicle begins eating Reese’s Take 5. When Trish’s colleagues tell her they’ve “never heard of it,” she begins to crack a list of common, sarcastic jokes that end up hitting a little too close to home.

When she jokes “Where have you been? Under a rock?” her co-worker hides under a rock. And when she asks “You from another planet?” a head splits open to reveal an offended purple alien.

Hershey introduced the candy bar as Take 5 in 2004, but rebranded the product as Reese’s Take 5 in July 2019. Veronica Villasenor, senior director, Reese’s, said since the product was rebranded last year, sales have skyrocketed over 50% with the highest repeat purchase of any recent innovation on the current market right now.

“In just a few short months, Reese’s Take 5 has demonstrated the impact of carrying the Reese’s iconic brand,” Villasenor said. “It’s time to take Reese’s Take 5—’the best bar you’ve never heard of’—to the next level, so we’re putting it on the world’s biggest advertising stage.”

The brand released an extended version of the spot for online today and will air a 30-second version in the game’s third quarter, and. Agency McGarryBowen created the spot directed by Harold Weinstein with Dummy Production Company.

Reese’s isn’t the only candy brand advertising in the Big Game. Snickers will air an ad honoring the 10th anniversary of its “You’re Not You When You’re Hungry” campaign.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 54 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the Super Bowl commercials anywhere.

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